Category: ‘Copywriting’

Why the human touch matters

Wednesday, July 30th, 2014 by piers

It’s increasingly tempting to think that the more professional the better. Who wants to look amateurish? True, but if the human touch gets lost you’re shooting yourself in the foot.

Why the words on your site matter more than ever

Sunday, February 24th, 2013 by piers

It’s easy to imagine that words on websites are becoming redundant in an era of  gorgeous high-res photography, audio, video and animated information graphics. But as some new research highlights, when people want to find something out online they want to read text first. Nice pictures, whizzy technology – that comes later.

How not to break bad news to your customers

Monday, October 22nd, 2012 by piers

A few months ago Orange sent a text message, without warning, to its customers and suddenly all hell broke lose. This is what they wrote:

How to alienate people: pretend to be their mate

Friday, March 9th, 2012 by piers

When brands have to fight to get our attention, there’s an increasing danger that they use the wrong tone and overstep the line, achieving precisely the opposite effect to the one they were aiming for.

Tone of voice isn’t enough. The message matters

Tuesday, March 1st, 2011 by piers

For many years big brands have made a big fuss about their tone of voice. Tone of voice is ‘the secret ingredient’ of powerful business writing, we have been told. Yet tone of voice is nothing without something powerful to say.

A business tone of voice for our times?

Wednesday, November 10th, 2010 by piers

Instead of swaggering around acting like your best mate, it seems that businesses are trying to talk in a more straightforward, here’s-how-it-is kind of way. Three, the mobile providers, are an interesting example.

Book Review: The Yahoo! Style Guide

Friday, July 16th, 2010 by dave

Do not read The Yahoo! Style Guide in the bath. It’s way too heavy.

But if you are an online content writer, especially a relatively inexperienced one, then this mighty tome is worth having near your workplace so can you dip in to discover snippets of web writing wisdom.

Web content writing basics part 1 – how people read online

Thursday, July 1st, 2010 by piers

It’s not good news. You already know how distracted we all are, how our attention spans are shrinking, how much ‘entertainment’ is out there competing for our attention.

Well it’s even worse online. Here’s what the research shows.

The power of the natural human voice

Friday, June 18th, 2010 by piers

First Direct’s call centre have been voted no 1 in the UK many times. If you’re a customer you’ll know why. They’re friendly, interested, efficient. They come across like real people who actually care about their work, and they connect with you honestly and straightforwardly.

Here’s one of the secrets of that success.

Are you saying ‘we’ too much on your website?

Thursday, May 20th, 2010 by piers

On your own website you’re going to talk about yourself. It makes sense. If you’re a business, you’ll spend a lot of time saying ‘We are experts in X’ or ‘We deliver Y’. But maybe that’s turning customers off. If you use your site to sell your services, and to do that you need to draw customers in and build relationships with them, maybe you should say ‘we’ less.