Archive for September 2012
Ask not what you can add to your terms and conditions, but what you can take away
Dull, dense terms and conditions written in complicated legalese have to change. Here’s why. Invest in rewriting and you could save on legal fees. For starters, the longer and more tedious your Ts&Cs are, the longer it takes a lawyer to plough through them to work out what they mean. And if your customers can’t…
Read MoreOrchestrating the voices – the future for business copywriters?
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.…
Read MoreWebsite 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…
Read MoreScams, spam and the right tone of voice
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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