You might have noticed corners or panels appearing on many websites recently, inviting you to accept or opt out of cookies. (Cookies are little bits of data that live on your hard drive). Most websites use cookies, even if just to capture site statistics and analytics. The warnings have been Read more…
Read the interview I did with bidwriter, Isabel Moritz, for Fresh Business Thinking
Read the guest post I wrote for Spark, the newsletter for Firefly Communications.
I heard an Esso ad on the radio today, that started: “We pride ourselves on making fuels that operate at the molecular level.” First, what doesn’t operate at a molecular level? Second, it fails the ‘Who cares’ test. Who cares what you pride yourself on? Customers only care what’s in Read more…
Read the guest article I wrote for Fresh Business Thinking
Do you call the people who buy your stuff clients? Or customers? Or punters? Service providers usually call them ‘clients’ while product providers usually call them ‘customers’. Both are fine. But if you think of the people who pay you as ‘punters’, how much respect does that show them? When Read more…
Here’s my checklist of 10 tests to apply to your copywriting: 1. Accuracy test Back in my catalogue days, I wrote a jewellery brochure with headings in French to make it seem more romantic. Then I went on holiday. In my absence, no-one had the presence of mind to proofread Read more…