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The Copywriter’s Prayer

Oh Word, Let me compose sentences providing both meaning and pleasure. Guide me towards clarity, simplicity and truthfulness, And away from the seductive path of waffle, and the words whereof the weasel availet...

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M*A*S*H and the art of copy-editing

You know what triage is don’t you? It’s when a bunch of people all turn up at A&E (the emergency room) together and the specialist nurse checks each one to quickly decide who needs treating first and who la...

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Do you make these 7 mistakes in your copy?

Many publishers say that their titles “include…”. They should say “give you”. Some use humour when they should be selling. Still others refuse to use copy on outers. They’re making mistakes, says Andy Maslen, t...

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“Congratulations! Your copy is so good you’re now in charge of marketing”

From a common method of sabotaging in-house writers to a powerful tool for turning features into benefits, Andy Maslen explores 15 ideas that could put the sparkle back into your copy. *** I know you’re busy. S...

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How to look stupid in one easy lesson

Nothing marks you out as uneducated or lazy faster than spelling mistakes. You’re insulting your reader if you send them a document with a spelling error. The subtext is, “I care so little about you that I have...

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