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Oh, no! Were we wrong about exclamation marks?

Psst! I know your little secret. Come closer. Ready? You use exclamation marks. There! I said it. And in case you’re feeling embarrassed, let me state for the record: I use them too. We all do. In our social me...

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Towards a transformative hermeneutics of linguistic periphrasticism, or, why do people love jargon?

In authoring this thought-leadership white paper my strategic roadmap was to build a key deliverable for continuous professional development and learnings. Er, what now? I said, I wrote this article to help you...

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The Future of Copywriting by Eric Moeller

There are a number of broad global business trends that have had an impact on copywriting and will continue to do so in the future. These trends include globalisation, customer centric marketing and technologic...

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Why I hate grammar nazis

Here’s a little tip for getting traction in the Twittersphere. Tweet about grammar. I did it this morning, asking why copywriters feel that “good grammar” matters so much. Roughly eight milliseconds later my Tw...

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Ten copywriting ‘rules’ you should break before you die

Rules, eh? Doncha just hate ’em? Do this. Don’t do that. Show me a rule and I’ll show you a baseball bat. Copywriting is plagued with rules. You know, you buy a book by someone who says they’re going to teach y...

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The Periodic Table of Corporate Writing

Sunfish scientists have been studying the elements of corporate writing for decades and have now identified the 16 most dangerous. Goggles and rubber gloves on please....

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I feel your pain

Understanding how your customer feels is crucial to establishing rapport, trust and, ultimately, the sale. In general, and perhaps a sad reflection on the human condition – or maybe just marketing –...

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What links Darwin, road deaths, cold bugs and long copy?

How do you feel about people who say they don’t believe in evolution? What about folk who claim wearing a seatbelt causes road deaths? Or the ones who want antibiotics for their colds? There’s no evidence for t...

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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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