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Copywriting

Let me be clear…

By Copywriting, Editing, WritingNo Comments

I’ve been reading ‘Do I Make Myself Clear’- Why Writing Well Matters’ by (Sir) Harold Evans (28 June 1928 – 23 September 2020). In some ways I wish I’d read it earlier in my career as a copywriter, but I think it might have been too much to take in while relatively green. Now, it’s more of an acerbic, witty reassurance that my internal dialogue when reading or editing godawful guff isn’t just grumpiness – and that my instinct is dependable.

He also reminds me that there’s a time and a place to be right about this: always and everywhere. But not necessarily out loud. Read More

Write for one person

By Copywriting, TOV, WritingNo Comments

Of course, to write effectively on a business’ behalf, you need to know your audience. You need at least an overview of what matters to them, the problems you can solve for them, what makes them happy, and so on. And you need to be able to distinguish your brand from all the others vying for the same audience’s attention.

 

But here’s the thing… Read More

Jargon is exclusive

By Copywriting, WritingNo Comments

But not in a good way…

People often adopt and use jargon to impress others. It doesn’t. Unless you’re in a profession where the language you use describes something specific and precise – and where it is crucial to the context – all you’re doing is showing that you’re not quite sure of yourself, or your message. Read More

‘It’s all in the brief’

By CopywritingNo Comments

One of the key arts of copywriting is condensing often complex or over-busy messages into clear and succinct ones that avoid wasting people’s precious time. Often there’s a lot to say, and not a lot of space (or attention span) to say it – so we ensure fewer words work much harder in getting key messages across. Read More