Copywriting for empathy
Generating empathy means gently alluding to shared ideas or experiences – not corporate boasting.
Don’t be ashamed of your brand values
Sellotape’s latest slogan centres on creativity and inspiration. But are those the brand’s true values?
Heart of the matter
The most effective headlines get right to the heart of the product’s appeal for maximum emotional impact. Here’s an analysis of one that doesn’t.
The power of long copy
The astonishingly unorthodox packaging used by Kiehl’s is a lesson in how and when long copy can add major impact.
Police slogans on trial
UK police forces stand accused of having ‘meaningless’ slogans. Is there a charge to answer?
Tone of voice and customer experience
Tone of voice should be consistent throughout the customer experience, but marketers tend to look for easier wins.
On funky copywriting
Funky copywriting takes an informal, offbeat and informal tone in order to generate rapport with readers. But it needs to be done with care, and at the right time.
Never knowingly understood
Why John Lewis’ attempt to revise and qualify their slogan ‘Never Knowingly Undersold’ was probably a mistake.
Waitrose’s recipe for poor copywriting
Waitrose’s food may be delicious, but the copy on these two products’ packaging leaves a very sour taste.
Nuts about commas
The comma may seem insignificant, but its presence or absence can transform the meaning of a sentence.