The first thing I do when I am engaged on a new copy-writing project is to ask my client to fill out a detailed questionnaire. There are some very good reasons why I do this. Continue reading Why I always insist on a client questionnaire
The purpose of italic typefaces is to aid the reader’s comprehension by separating off certain words and phrases from their surrounding text. But when exactly should you use italics? Continue reading Italics – when to use them
A copywriter who understands your business, how it works, why people do business with you, your strengths and weaknesses, your competition and what makes you different, will be able to add impact and persuasiveness to the messages you send out into your markets. Continue reading How to choose and brief a copywriter
Developing a corporate writing style will unify your company’s communications and create a unique ‘voice’ that enhances corporate recognition and brand awareness. To ensure that your corporate writing style is applied consistently, you need a style-guide.
The essence of good writing is precision and clarity, and the use of abbreviations seems an ideal way to ensure these essentials. Abbreviations, however, can take a variety of inconsistent forms in magazines and corporate literature, and few abbreviations have been standardised. This article looks at some of the ‘rules of abbreviation’.