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Press Releases

Let's not get over-excited

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Exciting?  Really?

I saw this sign just the other day at a Motorway Service station near Birmingham.
When were you last in a fast-food queue, almost losing control with excitement, thinking, 'OMG!  This is so exciting!'?

Hmmm ... I don't know about you, but for me, it's been a while.

Keep it real bruv

“Look - I’m a technician.  I haven’t a clue about words.  It’s your job to come up with all the flowery language.”

So spoke Bob - my lovely new client.

Once I’d stopped chuckling, I had to let Bob down gently and remind him, that of the many superb services offered by Copywriter Pro, being the purveyor of ‘flowery language’ definitely isn’t one of them.

A simple trick to keep your copy punchy

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Don't put the sleigh before the reindeer

What do you make of these sentences?

Start using our great new CRM system to improve your efficiency.
Call us today to find out more.
The directors face some tough decisions,
if they want to sort out this mess.

Notice anything odd about them?

 

Cliches - avoid them like the plague

Don't you hate cliches?

I do.  I reckon we all do - well, at least those of us who care about using language to communicate clearly and effectively.

Clichés are boring.  In fact, they're so boring, that when I come across more than two or three in one piece of text, my knees ache.  But what upsets me about them more than anything else is that cliches are a symptom of another pet hate - laziness.
 

Space - your silent angel

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Admit it.  When you write, more than anything, you want to keep your reader engaged.

Think back to the last time you wrote a 1,000 page research paper.  Er ... OK then - a note for the Amazon delivery lady.
Whatever the length, circumstance or purpose of the exercise, your aim was surely the same - to keep the reader with you - to the very end.

Size matters ...

... but not always in the way you might expect

SMALL IS, MOST DECIDEDLY, BEAUTIFUL

And Winnie the Pooh was an expert, for it was he who famously declared -
"It is more fun to talk with someone who doesn't use long, difficult words but rather short, easy words like -
'What about lunch?'"
 

So how does word length make a difference in our business English?

Why good copy really does matter

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Copywriting - the Cinderella of marketing?

Words.  Remember them?  Those funny squiggly things, scrawled across a page.
Do you know what?  They matter.  You’d think this was self-evident.
But it’s strange (and deeply, desperately disappointing to professional copywriters) how often words go unappreciated.

For too many business owners (not you of course!), good copy is just an afterthought.
 

It's not about you - it's about your audience

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My daughter, Hannah, would make a great copywriter.  What do you mean, “How do I know?”?  It’s in her genes!
But no - it’ true.  She has all the right instincts.
And this is how I know ...

"Be yourself ...

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... everyone else is already taken"

Wise words from Oscar Wilde - who doubtlessly was musing on the intricate art of composing commercially engaging web copy.
Whatever.
The estimable Mr. Wilde's words probably represent the single most important piece of advice you should take away from this series of copywriting tips ...

Keep it personal.

 

Proofreeding - 4 techniques

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Do what I say - not what I do

Did you read Saturday’s tip no. 9?  The one featuring Katherine Hepburn?
Judging by the number of emails I received, gleefully pointing out
my clumsy proofreading error,  it seems that most of you did.
So - I hang my head in shame.
What better way to make amends than to change today’s planned
email topic and substitute it for the vexed subject of - proofreading

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