Good copy speaks to its reader. So, it makes sense to imagine your reader as vividly as you can. Here's how to do it.
Whatever voice your copy has, it should have these three pairs of characteristics. Apply them and your copy will improve. Guaranteed.
Is the phrase 'tone of voice' unhelpful? Harry Ashbridge thinks so. But linking writing to speech can be liberating.
Rhetoric is not just a subject of study. It's a body of practice. But practising it means living a tension between different definitions of rhetoric itself.
Paragraphs show your reader that you've organized your thoughts. So fulfil the visual promise you make your reader. Here's how.
Thanks for asking. Now, let me ask you a question. Actually, two questions. What are your objectives? And how do you want to learn? Those questions matter more than any blanket comparison between teaching methods. So, before you spend any money – or time, which is, after all, money – it’s worth considering what you need, and the way you want to meet that need.
"Using adjectives is particularly important in descriptive writing," says BBC Bitesize. And in copy, say I. Same applies to adverbs. But how to use them effectively?
Zombie copy is everywhere — bloated, abstract, and stumbling across corporate pages with no life left in it. You’ve seen it: words swollen and bleeding, syntax wobbling on its feet, sentences muttering incoherently as they lurch toward the reader. Learn how to spot the early signs of zombification, understand the habits that allow abstract, over‑inflated language to take hold, and apply practical techniques to keep your writing sharp, human, and alive.
Conversational copywriting: it’s what we’re all supposed to be doing. When you’re writing copy, we’re told, think of yourself speaking – not writing, speaking – to another individual. But any good conversation involves listening as well as speaking. So think about how your reader is reading.
