It’s that time of year again: Christmas is a distant memory, you can’t shed those extra pounds and the credit card bills are rolling in. Luckily, there’s always someone else with bigger problems. And Fortune magazine has assembled the 101 […]

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 […]

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 […]

“I’ve got a website that’s doing very well,” she said. “But now, I want to target the gay market – the same service, but positioned differently. So I’m going to launch a second site, with copy aimed specifically at them.” […]