Are you throwing money away? I am. For months now, I’ve known that I could get cheaper broadband. In these trying economic times, every penny counts – and we’re talking about pounds here. I know I could do it, and […]

Want people to read what you write? Of course you do. Then talk to them directly. You may not know their name, but they all have one thing in common: they’re all called ‘you’. Recently, I saw this sign at […]

Make sure you know your audience. It’s very tempting to write about you, your products, your history, your mission statement, your experience and your goals. But what about the poor reader? They, as always, want to know (as I say […]

So you’re wondering what the secrets of successful web copywriting are? Well, you’ve just discovered one of them – starting with a powerful headline. It works on many levels. First, I’ve used the word secrets. Everybody wants to know a […]

Remember the last time somebody sent you a killer brochure? No, neither do I. Brochures often tend to be dull affairs – the sort of thing you skim through, decide they’re not worth the effort, and file. In the bin, usually. […]