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Do foreign terms work in copywriting?

Think twice before you use a UFO – an unidentified foreign object

Several years ago, a friend of a friend decided to give her sales literature a touch of class. And what could be classier than giving it a light sprinkling of French?

So that’s just what she did.

She had her web copy rewritten, as well as

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March 28th, 2008 | Category: Copywriting, Language | One comment

The trouble with euphemisms

Say what you mean and you can’t go wrong

Next time you’re having a shower, pick up the shampoo bottle and have a look at the ingredients.

If you’re anywhere in Europe, you’ll probably see aqua right at the top of the list.

If you can read the ingredients, that is – what with all that aqua pouring

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March 21st, 2008 | Category: Copywriting, Language, Marketing | One comment

High tech or hype tech?

Why over-promising on technology is always a bad idea

I sat with my doctor, as she logged into the NHS Choose and Book system.

It’s a revolutionary new online tool that allows you to select a hospital appointment at the press of a button.

“It’s so much easier,” she enthused, as she clicked her mouse and jabbed at

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March 14th, 2008 | Category: Communication, Marketing, Technology | One comment

10 ways to increase your productivity

Do more with less and get to bed early

Ever feel like you could do more if only you could get more organised, be more focused, and cut out the interruptions?

Been there. Done that.

And here’s the top 10 list I’m going to print on my t-shirt.

If I ever get round to printing a t-shirt, that is.

1. Change

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March 7th, 2008 | Category: Ideas, Productivity | Leave a comment