A relatively common task assigned to copywriters and editors is reducing word count or letter count. The motivation is usually: aesthetic (making the copy fit on the page more pleasingly); restriction (where certain counts are mandatory or advisory, for example in tweets or meta descriptions, or perhaps to make sure a booklet is exactly 32 […]
Thank you very much, Sainsbury’s UK, for selling me this HP keyboard. I guess I can’t complain about it being US configuration when there’s a massive “US” sticker on the box. And on the whole, it’s the same, except the @ and ” are swapped over. Oh, and there’s no pound sign on it. Even […]
The call to action (CTA) is one of the key components of a piece of copy. It usually sits on its own towards the end of the article, but there could be several sprinkled around the piece. It can be words, an image, a button or some other form of interaction. What is a call […]
People have always been flattered by having their positions start with a capital letter. It marks them out from their subordinates, and makes Persons look Very Important. Anyone from The Queen down to the Area Manager can access an exclusive capitalisation club that is ever out of bounds to the cleaners, sales assistants and copywriters […]