If it’s not selling, it’s not copy. Writers should make friends with their readers. Punctuation is kindness. Writing for the web is exactly the same as writing for print. The term ad hoc actually means the opposite of what you think it means. On a website the average sentence length should be just 12 words.…

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website-copy-does-it-need-a-tone-of-voice

I’ve been seeing TV ads recently that are targeted at people who want to quickly build their own simple websites. Now, as someone who’s built a couple of template websites, I was quite curious to see what’s on offer. Self-assembly You can personalise your site with layouts and colour schemes. You can choose your photographs…

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How copywriting gives away the e-cheats. We all get them. They squeeze through our spam filters and squirm their way into our inboxes pretending to be something they aren’t. Then they offer us something they think is irresistible to make us click on their evil, bank-account-emptying links. This week it was an email that purported…

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