Good Copy, Bad Copy

If you can bear to, take a look at the following paragraph. It’s from a PhD submitted to the University of Cambridge in 2000. (more…)

By David Pollack

Today we have an example of how not to write an apology – from a company whose advertising and marketing writing is usually great. (more…)

Yesterday, the retailer JJB Sports went into administration after it failed to secure a buyer.

Whenever I hear of a company going bust, I always check out their most recent annual report to see how their business writing compares with their business strategy. It’s an exercise that never disappoints. (more…)

If you’ve ever taken a creative writing class, you’ll be familiar with the phrase “show, don’t tell”.

It’s the age-old exhortation not to describe what’s happening in the story, but rather to allow your reader to experience it through the characters’ actions, thoughts and feelings.

Now, we’re no novelists, but we still find ourselves saying “show, don’t tell” to clients several times a week. What we usually mean is “be concrete and specific, not abstract and general”. (more…)

Hey, you. Yes, you – the internal comms writer with that sullen look on your face because the guys in the business don’t respect your expertise. Were these headlines yours? (more…)

What do you think this might be?

an unparalleled experiential platform used to engage key audiences through a unique and unforgettable brand experience…

[it] connects consumers with brands through a personalised, relevant and memorable experience…

The experience appeals to guests at a sensory and emotional level, creating a bond between brand and consumer.

Leave a comment telling me what you think is being described – then find out here.

Was it what you expected? Did the “brand engagement” jargon do it justice?