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Don’t let business copy get like an old mattress

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 Pages packed with wordy out-of-date copy can have the same effect on your website.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 …

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Mind the knowledge gap | Can customers understand your content?

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 …

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Punctuation step 1: discover the code you already know

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 …

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