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What comes first, the concept or the copy?

Imagine a world where a reader picks up a brochure or visits a website and remarks how beautifully the ideas, design and words complement each other… Okay, I’m dreaming. But this opinion-forming process does actually take place in the reader’s subconscious. All the best communications have something about their look and their headlines that just... Read more

Does A-Level English teach you how to write?

I saw a good article recently about the tendency of primary school teachers to insist their pupils use flowery language and long words rather than straightforward ones. However, having just seen my son go through A-Level English Language, I can report that it’s happening at the other end of the school journey. Too often my... Read more