Copywriter – writing compelling copy to sell, explain or entertain.

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Repetition: six alternative ways to use it

Repetition can make you want to sing, laugh, empathise or remember something. It can also, as advertisers, sales and marketing people know, stimulate the must-have or buy-soon neuron in our brains. I believe it’s somewhere at the back, near the lame excuse gland in the male and the chocolate node in the female. I was…

Features and benefits and how to untangle them

Huh, features and benefits. That old chestnut. It’s often seen as a conundrum, but knowing how to write around ’em can be a gift that keeps on giving. If you’re a manufacturer or product manager, the wonderful world of features is where you like to live and breathe. Okay, wallow. You get off on specs…

How to write depends on the point

So, how to write and not sound like an oaf. Be careful of the seemingly humble point. It’s not just a sentence-tidy when writing. A full stop can make your writing sound bloody-minded, assertive, curt, arrogant and rude. It can affect your tone of voice or the way you’re saying something. This makes it something…

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