I was chatting with someone about insurance direct marketing the other day, lamenting the fact that most insurance offers are hideous exercises in jargon and corporate speak. The person I was talking to wondered whether it was OK to use corporate-style language when marketing business-to-business, as opposed to business-to-consumer. I said no. How come? [...]
Now and again I come across a website whose content is so beautifully written it’s worth shouting about. Danson Digital is one of ‘em. How come? it’s written in perfectly Plain English it takes a wonderfully fresh, easygoing conversational tone, writing the way you’d speak it employs a quirky turn of phrase without going into wacky [...]
Some people make a meal of the smallest copywriting job. Here’s a classic, found inside a prestigious CMS created by a blue chip brand who should know better: In here you are able to manage all your blog posts. You can create new blog posts and edit existing ones. All blog post trackbacks are also [...]
I’ve always disliked the phrase ‘selected items’, as in 10% off selected items. Because the word ‘selected’ implies restrictions, it sounds very negative. It’s even worse when people add ‘only’ to the equation; 10% off selected items only sounds horribly negative and tight fisted. Tight as a gnat’s chuff, if you’ll pardon my French. Here’s how [...]
There’s much more to money spinning website content than slavishly following the rules. Yes, an experience copywriter takes all the practical ins and outs of commercial writing into account. But there’s more. They’ll also take care of the emotional side of your sales proposition. How? In four ways. Elegance of expression is one thing. You can crowbar all the [...]
