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The music of language

Look at the following sentence: Whether or not he is genuinely gregarious, he is certainly a compulsive communicator who revels in campaigns. It’s taken from a Sunday Times magazine interview with Jeffrey (Lord) Archer, the bestselling novelist/disgraced Tory peer. As […]

Know your market

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? […]

What tone of voice works best?

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? […]