As a follow-up to our previous post “26 Vanilla, Vague and Overused Words That Weaken Your Web Copy" here are a few words that may have been fresh, interesting and wacky at first but have become total clichés over...Read More
If you’re anything like us, then your problem isn’t that you don’t know what to write about.
It’s that you’ve got SO much passion, so many ideas and just so much to say that you often don’t know where to start.
The more you know about something, the harder it is to communicate it clearly and concisely.
But in a distracted...Read More
Last week I wrote about how easy it is to fall back on the same bland, well-worn phrases that everyone else in your industry uses.
Instead, I recommended that you build a lexicon of interesting words that express your brand personality and help you communicate with a consistent tone-of-voice.
In a tone of voice workshop I ran several years ago, I tasked the group with using the tone of voice of different celebrities. The funniest one by far was the press release written in the personality of Jamie Oliver. He has such a distinctive way with words, everything’s “pukka”, “rockin”, “outrageous” or “new stylee” in Jamie’s world....Read More
Before I started copywriting, I believed in the myth of the starving artist writer. I thought you had to wait in agony for an idea to peak, like a surfer waiting for a wave on a glassy sea. When that rare crest of inspiration came your way, then you must ride it for dear life, lest it be your last!
Then I became a copywriter. Writing was...Read More
When you’re struggling to explain what you do or why your product matters with concise, personality-full copy it’s easy to forget one important thing.
You’re not writing about something. You’re writing for someone.
And that someone is not a customer, or a buyer, or a number. That someone is a human being.
A human being...Read More