A copywriter rants

A copywriter rants

Most of the time, copywriters are mild-mannered, easygoing creatures. They might shake a little bit now and then, but that’s probably just the coffee. Sometimes, though, they’re like grizzlies. It’s all cute and fuzzy and gambolling cubs and ‘awwwwww’… until...
Cut the crap

Cut the crap

It doesn’t matter how much noise you throw at something if there’s no real message behind it. As copywriters, we spend a lot of time editing. Cutting noise. Slaughtering jargon. Finding meaning. It’s not just about economy of language. It’s about tone, too. Time for...
The ‘rules’ of grammar

The ‘rules’ of grammar

Forget ’em. Seriously. Throw away everything you’ve ever learned about the English language. Copywriting isn’t about nouns and verbs and clauses and declensions and punctuation. It doesn’t care about the Oxford comma. It’s not impressed by your...
Always active

Always active

Do you know the difference between the active and passive voice? It’s one of those technical language things that sounds way more complicated than it actually is. In the active voice, something does something. In the passive voice, something is done to...
A four-letter word

A four-letter word

Here’s a simple tip that will transform your emails. Write yourself this note and stick it on your screen: I will never, ever use the **** word. You know the word. We use it all the time: Just checking if you’ve had the chance to… Just following up...