Free From… empathy?
The most important ingredient in a writer’s recipe for success might come as a surprise. But it’s very, very important. And it’s worryingly absent in much of the marketing world. Read more
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Want to be ‘innovative’? Leave it out!
Copywriters generally agree we should try to stem the tide of that over-used, meaningless, unspecific abstract word - innovation. But every company still wants it in their headlines. How innovative is that? Read more
Tone of voice, not groan of voice
Too many brands are trying too hard to make their tone of voice shout louder than the crowd – without considering the potential implications for their relevance, their credibility and, in some cases, their dignity. Read more
What’s wrong with ‘about’?
Channel 4 News. I hardly ever watch it. But the other evening, my inability to find the remote led to a few minutes’ viewing of post-election coverage in the US. It told me a few things – but more through its style than its content. Read more
Business communications: how to write an opening line…
The opening line of any piece of copy is crucial. Here's a simple tip. Read more
Why the internet is full of shit
Once upon a time, good communication was simple. You wanted an engaging web page, so you wrote as interestingly and concisely as possible what you wanted your reader to know. Then along came Google... Read more