What’s the difference between premises and space? Picture this. You’re trying to help your friend find a place for his pottery business. You quickly have to learn another language: the one that property people speak to each other. It turns out that the difference between space and premises is just the tone of voice. It’s…

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This week we’ve spotted a couple of sentences that lose the plot. The key to staying on track is the shortish sentence. It’s not a new thing. The Plain English people put it on their list of essentials. Use around 12-15 words and you’ll get a sentence that’s just about right, most of the time.…

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Just do it. Snap! Crackle! Pop! Think different. The all-time best advertising slogans are unforgettable. They’re some of the most ingenious, perceptive and persuasive words ever written. Some even achieve slogan nirvana and become everyday expressions. ‘The customer’s always right’ was a Selfridges advertising slogan that spurted out of a sloganeer’s pen way back in…

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