Write the way you speak

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 […]

Try to see it my way

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 […]
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