The groan-inducing cracker joke is a festive staple. If it’s not bad, it’s not doing the job. Here’s how to write your own.
Even media-savvy people can be herded into predictability. It’s time to break out of your copywriting straitjacket.
‘Delicious’ is your opinion. If you want a customer to drop your food product in their basket, reach out to their emotions.
Don’t tell your audience what to think about you, help them make up their own minds. That’s a much more powerful result.
Crowd-sourced dictionaries may be fun, but are they helpful to copywriters? Probably not.
It’s easy to be vague and boastful – to be ‘one of’ the leading brands in your sector. But who wants to be ordinary when they could be magnificent?
Title case … sentence case … all caps … there are plenty of ways to set your titles. Some are easier to read, and some look a shade more elegant. Here’s my guide to the best and the worst.
‘The band is in full swing’ or ‘the band are in full swing’? ‘The band is drinking coffee’ or ‘the band are drinking coffee’? I look at some of those tricky questions of plurality.