Business writing stories from the coalface … getting naked on the WWW

I grew up in the two-dimensional communication era when we advertising copywriters would more or less size up our key consumers and then write to them … without their having any form of answering back other than perhaps writing letters to the newspaper in which an ad appeared, or to a broadcast station which would have transmitted a commercial.

Business writing stories from the coalface ... getting naked on the WWW

The way we communicate now initially made some of us feel like we were writing in our birthday suits …

The bad old days

Those days were such fun. Oh, don’t get me wrong; our work wasn’t just thrown out there ad nauseam. No, it was subject to intense marketing surveys and studies, most of which were useless.

Often our work, prior to its publication, was trialled in “Focus Groups” which were hugely popular in the 1970s/1980s and were peopled by “typical consumers” dragged in off the street. [Continue reading]

Happy Bank Holiday Monday, UK

Letter from Canada

A quick note to wish all our UK readers a happy August Bank Holiday … I am in Ontario where the weather is nice and warm and dry, and I hope it is back in the UK too.Happy bank holiday monday uk

This is the last fling in the UK before everyone goes back to school and work for another year.

Over here in North America, next weekend is the last fling.

That’s Labor Day weekend – very late this year, with the “bank holiday” falling on September 7th. I’ve no doubt that most school children won’t be complaining about going back on September 8th…

What other countries have a fling to see out the end of summer?

Please share!

And anyway here’s to another year of great writing, blogging and business.

Flying funnies 3 – jokes for the airborne traveller

HTWB airplane 3

The last in a series of three selections of air travel jokes to add to our summer funny jokes collection ... whether you're a frequent or occasional flyer, you'll find some good laughs to enjoy here. Shooting star On one particular flight when … [Continue reading]

How the SO WHAT? test transforms your elevator pitch

HTWB so what

Letter from Canada For some time now I have been preaching the benefits of my SO WHAT? test which, in its nose-thumbing rudeness, has helped me and many others to really raise the game of our promotional writing. … [Continue reading]

Business writing stories from the coalface…women’s conferences

HTWB hard work

Not that many years ago I used to augment my writing with work as a conference (convention) producer. This was usually by default when I had already written the scripts but the actual producer failed to show up due to food poisoning / recreational … [Continue reading]

Writing website copy for the right place in the buying cycle

HTWB best price

Much as you have to admire the sheer good sense of the evergreen rules of advertising copywriting, we need to ask ourselves if contemporary website copy (as opposed to content, which is different again) should be a little more discriminatory when we … [Continue reading]