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The 7 telltale signs you’re reading “zombie copy”

She stands, screaming. Her feet refuse to move. She is rooted to the spot with terror. Slowly, inevitably, the bloody, walking corpse approaches. Arms outstretched, snarling, it reaches for her. It is hungry. A...

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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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The trouble with adjectives

A young girl was going into school to take her English exam. Her mother checked her uniform, made sure she had a pen that worked, then uttered this piece of advice: “Remember, dear: two adjectives to every noun...

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Try a little experiment with me. Close your eyes for a few seconds and think about an exciting thing you’ve seen, done or experienced. Back with me? Now, about that thing you were thinking of. Was it the produc...

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