Changing Words and Worlds Have you ever accidentally used a term which isn’t politically correct? Don’t feel too bad about it. It can be hard to avoid. Especially when something that was politically correct last week is unacceptable this week. Attitudes shift. Terms shift. Red Indians became American Indians, then became Native Americans. Black became … Read More
Do Sweat The Small Stuff ‘Don’t sweat the small stuff’ is good advice in many instances, but not necessarily in marketing. Keeping your focus on the small things frequently makes your advertising more effective. This is especially the case if you are marketing to individuals. That’s because marketing needs to be personal, relatable and specific … Read More
This Charming Property: A Copywriter’s Magic “Opportunity to purchase a unique dwelling. We are offering a vintage marine home, permanently docked in a scenic location, and surrounded by abundant plant life. The graceful lines of the timber structure are enhanced by a wide band of tropical blue paintwork, evoking images of lagoons and sunshine. Large … Read More
A Swiss Village Where You Can’t Make Cheese? The hotel advert I saw described the village as being ‘famous for its healthy air that kills all bacteria.’ That’s bad news for the local dairies which need bacteria to make cheese and yoghurt. It’s also a huge claim that could be hard to prove. Claims made … Read More
What’s Wrong With a Free Gift? It’s a tautology. The Cambridge Dictionary defines tautology as ‘the use of two words or phrases that express the same meaning, in a way that is unnecessary and usually unintentional.’ A gift is free. If you had to pay, it wouldn’t be a gift. When someone advertises a ‘free gift’, they’re basically saying ‘free free item’ or … Read More
3 Reasons Your Small Business Needs a Copywriter or Editor Small businesses owners have to consider where their money is best spent. They might be tempted to do most of the administration themselves, from formal letter writing to composing company leaflets. Here’s why it’s a better idea for your business to use a professional copywriter … Read More
4 Common Print Advertising Mistakes There’s more to advertising than just letting people know you’re offering a product or service and there are right and wrong ways of creating print ads. Advert design matters. If you want your newspaper or magazine advertisements to be effective, here are some common mistakes to avoid. Too much text … Read More