Copywriting technique
27 Jul 2015
Your 404 page just lost you a client. Oops!
Alice Still on how to make sure your 404 error page doesn’t let your website down.
01 Jul 2015
When writing charity appeals, be clear you’re asking for money
Smaller charities can’t afford to be coy about asking for money in appeal letters, argues James Barry.
08 Jun 2015
What copywriters can learn from NLP
Neuro-linguistic programming (NLP) uses the power of words to re-program the brain and change behaviour.
28 May 2015
Is it EVER okay to swear in marketing copy?
Doug Kessler challenges us to think about why swear words are a no-go zone in marketing copy.
22 May 2015
For the love of God, can we all stop saying ‘passionate’?
David McGuire argues that copywriters caught using the word ‘passionate’ should be openly mocked.
13 Apr 2015
How to avoid ‘conjunctionitis’
Confused by conjunctions? Geraldine Jones sets the record straight on how to use and not abuse them.
06 Mar 2015
Press Releases: Four Perennial Hazards and How to Avoid Them
Four big mistake to avoid when drafting press releases.
06 Mar 2015
Language should reflect the experiences we’ve yet to have, as well as our day-to-day lives.
19 Apr 2013
Charismatic letters generate profits
How using the NLP concept of modalities can help you write charismatically.
13 Jul 2012
Are You Writing Irresistible Lies?
As copywriters, we’re routinely called upon to lie. How many times do you use ‘I’ or ‘We’ in copy, but really you’re speaking as the client? Part of our job is pretending to be somebody we’re not. But that’s okay.
26 Jun 2012
Keep your writing natural, but remember that a ‘crude-oil worker’ and a ‘crude oil worker’ mean very different things.
14 Jun 2012
Addressing readers as a group, either explicitly or implicitly, can compromise your tone. Write for an individual instead.
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