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rules for good writing

The shocking truth about copywriters, content marketers and exclamation marks!

Good heavens! Copywriters turn out to be big fat liars! My newsletter yesterday was on the (thorny) subject of exclamation marks. I tested, as I always do, two subject lines: [A] OMG!!! This month’s newsletter!...

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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 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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When copywriters start showing off

Anyone who has children – or has spent time with the little bl… I mean angels – will have uttered or heard that deathless phrase, “Stop showing off”. Usually as said offspring is disrupting a family lunch. Litt...

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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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21 rules for good writing*

It’s Christmas. Or nearly. What with all that gift shopping, turkey stuffing and holly wreath making, I’m guessing you don’t have a lot of time for reading e-zines. So this month, I thought I’d keep it short wi...

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