Exciting. It’s the lazy marketer’s favourite word.
Read MoreIf you’re really stuck for inspiration, simply list various groups of people.
Read MoreNot so long ago, change was something we could all believe in.
Read MoreBut I’m not holding it against these fun-loving nice guys.
Read MoreWere these headlines yours?
Read MoreSo you think English is the international language of business, do you?
Read MoreA reader recently sent me a wonderful piece of corporate babble.
Read MoreAs with “socialise”, literate people talk of things escalating, but not of people “escalating things”.
Read MoreI've been working with several teams of economists lately and it's got me wondering where they learn to write like that.
Read MoreOr as a normal person would say it . . .
Read MoreIn other words . . .
Read MoreDon't fall into the same traps as these writers!
Read MoreAs any good copywriter will tell you, nothing’s more essential than knowing your audience.
Read MoreThe unfinished, upside-down, wrong-way-round F clef in "Guitar", I can just about live with.
Read MoreThey should have stuck with the copywriter who came up with "Spray & Wipe".
Read MoreThe one thing you can say about corporate types is that they’re not commitmentphobes. In fact, it seems that every other company is committed to something.
Read MoreAre they looking for a chemist? A mathematician? A professional cruciverbalist?
Read MoreI know you want to give your business the best possible chance, but please don't resort to describing it in the clichéd, exaggerated terms that every one else out there seems to want to use.
Read MoreA reader forwarded the following copy to me, hoping I could explain to him what the company responsible for it actually did. They lost me at “turnkey” – can anyone else help?
Read MoreEveryone seems to hate the word solutions, but marketers still can't help wheeling it out at any opportunity - as these three recent arrivals in my inbox show.
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