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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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Why I hate teams

Do you remember your fifth birthday? You, know, the one when your parents bought you that really great toy you’d wanted all year. And there was a card with it. Who signed it? Did it say, “Happy Birthday Darling...

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Why don’t we write as we speak?

I was sitting in the cinema recently, waiting for the film to start. After the ads and the trailers, we were treated to this screen announcement: “The management regrets the necessity of informing patrons that...

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