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Says nothing. Says it all…

Paste the sentence below into Google and you’ll find the exact text on tens of thousands of US accountancy firms’ websites. We take pride in giving you the assurance that the personal assistance you receive comes from years of advanced training, technical experience and financial acumen. Read more

How to cut a long story short

The more words you use, the fewer people remember. And the greater the chance of confusing or boring your reader, too. But achieving brevity takes time and effort. The only way to shorten your work is to edit ruthlessly. Then edit again. Read more

How to write great headlines

There’s only one rule: grab the reader’s attention. Your headlines or subject lines need to interest or intrigue a reader – and in most cases, tell them what the text is about. The headline’s job is to signpost information, or to stop the reader moving to another page or hitting delete. Read more

How jargon really doesn’t help

As copywriters, we already have first-hand experience of how certain sectors’ obsession with ‘process’ and using impenetrable, jargon-heavy language is strangling the common sense out of, well, just about everything. So how pleased we were, when this brilliant but worrying article appeared on the BBC News website. Read more