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I do not think that means what you think it means

There’s a great running joke in 1987’s cult romantic comedy ‘The Princess Bride’. The good guy relentlessly pursues the bad guys, and every time they fail to shake him off the ringleader says it’s “inconceivable”. Eventually one of his sidekicks says, “You keep saying that word. I do not think it means what you think... Read more

Orwell’s five rules

While moving house recently (packing endless boxes of books) I came across George Orwell’s five rules of effective writing. They’re as relevant today as they were in 1946… Read more

What’s THAT all about?

Have you noticed how some passages of copy seem littered with ‘that’? And how removing all the unnecessary ones instantly gives copy more flow and conversational tone? Read more

It’s not about you

We’ve all been stuck in conversations that are one-way traffic. You listen and nod as the other person talks about themselves, unable to get a word in, until eventually you realise there’s nothing in it for you, and your mind wanders off. Unfortunately, many businesses have the same problem. Read more

About us – is it really worth saying?

One of the golden rules for any kind of writing is asking yourself whether what you want to say is what anyone really wants to hear. A good copywriter has to ask this question continuously of his or her own writing – and of what clients all too often seem determined to bore their audiences... Read more