A mattress, just hanging around. Slumped on the wall. ‘Once people loved to flop onto me… now they just give me the swerve,’ it thinks. Pages packed with wordy out-of-date copy can have the same effect on your website. You keep walking round the mattress, wondering if you should call the council. It gets more […]
Don’t let business copy get like an old mattress Read More »
A fridge thinking about its future. It fancied a change of scene but is now missing the kitchen. ‘I had a worthwhile job there,’ it muses, remembering the milk and the butter dish.. ‘Out here, I’m just in the way,’ it sighs to the silent tarmac. A good fridge, in the wrong place. Needs moving.
Is your content clear? Or is there a big gap between what you and your potential customers know and understand? The knowledge gap The danger of the knowledge gap Knowledge gap example: not-so-smart meter reading Jargon has its place: it’s not on your website Just one more thing: interrogate your content No offence taken: it’s
Mind the knowledge gap | Can customers understand your content? Read More »
Ready for the coding that joins thoughts and ideas? Used sparingly, these symbols can help you engage the emotions of your potential customers A colon is code for ‘here’s what I mean’. You can use them to introduce a list, or at the beginning of reported speech. She said: ‘I’m getting thirsty.’ A semi-colon
Three steps to basic punctuation – the vital code you use already. Step 1: full stop, comma, exclamation mark. A 2-minute tutorial. Are you with me? From the Very Hungry Caterpillar, through Harry Potter, to every thriller or guide book you’ve ever read, the code of punctuation has made you pause, consider, expect, question, stop and
Punctuation step 1: discover the code you already know Read More »
Artesian biscuits? Artesian = ‘relating to or denoting a well that is bored perpendicularly into water-bearing strata lying at an angle, so that water is supplied by natural pressure’. I think they meant: Artisan = ‘a skilled worker who makes things by hand’. Thomas Editing tip: We’ve all been there! When writing anything for publication,