How do you ensure that the copy on your website does what it says on the tin? Websites are more than just shop fronts, they're the digital face of your business. So in that sense, make sure you wash your face and pick out the bits of spinach from between your teeth, because you're frightening … Continue reading The Golden Rules for Website Copywriting
Gillian Best is an accomplished Canadian author, swimmer and a seaside enthusiast. As a child she once dreamed of becoming a garbage man, or a surfer, though she eventually discovered her talent for creative writing. Like the sea, language has been a vital part of her life. I spoke to her to find out … Continue reading Gillian Best, author of ‘The Last Wave,’ on what makes great writing
This is just a thing of beauty. Well, the squid isn't. But it's the most engaging double page advert I've seen all year, and I instantly fell in love with it. Though admittedly, I hate mayonnaise. Hellman's nailed the copy in this, and here's why: The tone of voice is child-like and curious. What on earth … Continue reading Why I love the copywriting in the latest Hellman’s advert
A recent trip through the Mid-West taught me an awful lot about what makes good copywriting. Throughout America, billboards are used to line the giant interstate highways. Whatever the promotion, the tone of voice and visual style was oddly consistent. Few images, capital letters and slogans that are very, very direct. 'Don't believe everything you … Continue reading What can we learn from bad American adverts?