Readers - like all of us - are busy people. They want to know if and why they should continue reading your text. So in your copywriting, you need to grab their interest quickly, and not make them read through several lines of secondary information before you get to the point.
We were doing one of our writing workshops in London earlier this month. One of the most illuminating exercises we do is headline appraisal. May sound dull, but it's actually good fun. We take a bunch of headlines from local, national and trade press, and discuss what makes some of them work and why some of them just leave us cold.
The business world is not renowned for the crispness of its copywriting, but there are some simple techniques we can learn to sharpen up both our own business writing and other people’s.
Our recent piece on George Orwell's tips for better writing went down so well that we've decided to see which other authors' musings on the craft are worth investigating...
It's often said ours is one of the hardest languages to learn. But for native English speakers, what are the trickiest - and easiest - foreign tongues to wrap our brains around?