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Clichés and how to avoid them

This month, I want to bring to your attention two particular clichés, one verbal, one visual, that make a regular appearance in the tsunami of mailings, websites and adverts foisted on ‘target markets’. Why? Be...

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There once was an ugly duckling…

What would you say was the most important piece of copywriting in a direct marketing campaign? The envelope teaser? Could be. After all, if people don’t even open the pack, you’ve failed at the first hurdle. Ho...

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Making the leap to print (or the web)

Whether you find copywriting easy or hard, there comes a point when you have finished your final draft. Everyone’s happy: the marketing manager, the marketing director, the managing director, the company mascot...

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