At my local library, my eye was caught by these two information packs. Open them up, and you’ll find that much of the content is common. So why not keep costs down and combine them into one pack called Tackling […]

A couple of months ago, I decided it was time to upgrade my mobile phone. Not just the phone, but the contract – an all-singing, all-dancing service, with web browsing, instant email and WiFi. Never go shopping with a copywriter. […]

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.” […]