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Though we can just about get our heads around commas, full stops and hyphens, it’s the apostrophe that trips us up more than any other element of punctuation. As Lynn Truss pointed out in her book Eats, Shoots & Leaves: The Zero Tolerance Approach to Punctuation, there are lots of apostrophes around – it’s just that most of them [...] When you’re carried away on a wave of enthusiasm, it’s easy to forget the one person who counts most in the big wide world. The customer. I was reminded of this recently by my bank. Barclays has decided to beef up its online security. Not a bad idea, you might think, with all the phishing and hacking that [...] Recently, this flyer landed on my mat. It’s for a local gym (I’ve removed their name to avoid embarrassment). My first reaction? It’s a bit tasteless. But even worse, it’s probably likely to alienate half its readership. Don’t think so? You’re probably male. Imagine a tanned male bottom in a pair of tight briefs. Now would [...] Imagine an email to your best friend telling them what you did last weekend. Now imagine a letter to a prospective client telling them why your service means you stand head and shoulders above the competition. What did you imagine? The email was probably informal, slangy, friendly, direct and fun. You may have been a bit lax with [...] Does it pay to be funny? Sometimes. Humour is an ingredient – and like all ingredients, it should be used in the correct proportion, if it’s not to overwhelm the recipe. But how much is enough? A pinch or a cupful? Imagine meeting somebody at a dinner party. They make a joke. You laugh. What a witty person, [...] |
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