Oh dear. Everybody’s doing it – going informal, that is. For some, it works brilliantly: my mobile phone fact-finding mission (see below) yielded up some gems. In the cool stakes, Virgin’s number one. They’d be my choice if I was […]

A couple of months ago, I decided it was time to upgrade my mobile phone. Not just the phone, but the contract – an all-singing, all-dancing service, with web browsing, instant email and WiFi. Never go shopping with a copywriter. […]

Speak to any copywriter, and you’ll hear a familiar refrain: benefits, not features. Seems simple enough. But in practice, it’s not always that easy. We all have a natural tendency to describe things literally: ‘This is a luxury 4×4 , with […]

“I’ve got a website that’s doing very well,” she said. “But now, I want to target the gay market – the same service, but positioned differently. So I’m going to launch a second site, with copy aimed specifically at them.” […]

Staying in regular touch with your customers is a great way to ensure they remain customers – your customers, that is. Because if they’re not hearing from you, they’re probably hearing from somebody else. It’s not practical, of course, to […]