Last week I wrote about how easy it is to fall back on the same bland, well-worn phrases that everyone else in your industry uses.
Instead, I recommended that you build a lexicon of interesting words that express your brand personality and help you communicate with a consistent tone-of-voice.
In a tone of voice workshop I ran several years ago, I tasked the group with using the tone of voice of different celebrities. The funniest one by far was the press release written in the personality of Jamie Oliver. He has such a distinctive way with words, everything’s “pukka”, “rockin”, “outrageous” or “new stylee” in Jamie’s world....Read More
Before I started copywriting, I believed in the myth of the starving artist writer. I thought you had to wait in agony for an idea to peak, like a surfer waiting for a wave on a glassy sea. When that rare crest of inspiration came your way, then you must ride it for dear life, lest it be your last!
Then I became a copywriter. Writing was...Read More
When you’re struggling to explain what you do or why your product matters with concise, personality-full copy it’s easy to forget one important thing.
You’re not writing about something. You’re writing for someone.
And that someone is not a customer, or a buyer, or a number. That someone is a human being.
A human being...Read More
“Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has “cursed” us. And it becomes difficult for us to share our knowledge with others, because we can’t readily re-create our listeners’ state of mind.”- Chip & Dan Heath, Made to Stick.
As your business grows and evolves, your...Read More
Whether it’s making your own raw chocolate or watching Orange is The New Black, have you ever noticed how you can enthuse to your family about something until you’re blue in the face but they won’t give it a go until they hear someone else - preferably a stranger - say how amazing it is?
So it goes in the world of business too. What...Read More
The Interwebs are full of translated signposts gone hilariously wrong:
“TO TAKE NOTICE OF SAFE! THE SLIPPERY ARE VERY CRAFTY”
“BEWARE OF DOGS. SURVIVORS WILL BE PROSECUTED”
“DO NOT DISTURB. TINY GRASS IS DREAMING”
“OUR FOOD IS GUARANTEED NOT TO CAUSE PREGNANCY!”
But it’s...Read More