Less is more?

When copywriters write headlines, endlines and slogans, we normally try to keep them brief. Our thinking is that short lines are more likely to grab the reader’s attention than long ones. And like a small snack, short copy is easier to digest than a mouthful of words. Short is simple. Less is more. That’s why […]

Why Maths Men need Mad Men

Data and technology help you reach your audience. But are they enough to convert them? Google knows you’re reading this. Amazon is about to recommend the boxed set of Mad Men, the final season, to you. And Facebook has decided the name of the child you’re having next year (just kidding on that one). Isn’t […]

How to avoid a £9 million copy mistake

What is the letter s worth? About £9 million according to recent news. That’s how much Companies House has to pay out to settle a law suit. Apparently the government agency mistook Taylor and Sons, a previously financially-sound, 124-year-old Cardiff company, for Taylor and Son, a firm that ceased to trade six years ago. The […]

How well do you know your audience?

As good marketers and their agencies know, there are two essential bits of information copywriters need before starting work: 1.        A description of the people we’re selling to (your audience or market) 2.        What needs to be said to those people (your proposition) Pretty basic, you say? Well you’d be surprised by a lot of […]