Writing Topics: Marketing

An advert that’s giving me a headache

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When I saw a particular advert this morning, I was tempted for the first time in my adult life to vandalise a poster. If, like me, you’re a bored train commuter, perhaps you recognise the following: “This is for those who take their own route. The ones whose spirits can’t be dampened, even by the […]

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Lucy Kellaway and the Customer Journey Re-engineering Manager

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Forgive the Harry Potter-inspired title, but perennial Clarity heroine Lucy Kellaway is on the BBC’s website today, suggesting that one of the reasons Apple has been more successful than Microsoft recently is they use language better. You can read the full article here: http://www.bbc.co.uk/news/magazine-11811150 I have to agree with Kellaway. Reading through Microsoft’s IE9 Product […]

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Clarity trumps persuasion

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Not Persuasion with a capital P. I’m not suggesting we could outdo Jane Austen, but that headline did lift my spirits. It’s the conclusion of some research into what makes a good website, carried out by marketingexperiments.com and reported by Gerry McGovern in one of his weekly newsletters. The researchers found that it was more […]

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Corpspeak alert: “solutions” still going strong

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] Everyone 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. Low cost? Great! Flexible? Great! But what exactly are you advertising? Wow, thanks! I’ve had that jar containing […]

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Words that should be banned: hydration

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] One of the downsides of living in a western industrialised nation is that you’re constantly being bombarded with mendacious marketing messages by charlatans trying to sell you something that’s free, abundant and available on tap – literally. The chief way they do it is to suggest […]

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Good copy alert!

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] Today I’m going to break with tradition. Instead of mocking an example of bad copy, as is my wont, I’d like to introduce you to some copy that I think is good – really good. So good, in fact, that your usually pedantic goodcopybadcopy blogger is […]

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What happens when your designer has more power than your writer

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] Think you don’t need a writer involved in creating your marketing collateral? The people behind these three logos were clearly too interested in the design of the things to care about how they might read to an outsider.

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A bad case of adjectivitis at M&S

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] Let me tell you about my morning shop in M&S today. First stop: fruit. Eschewing the delights of “juicy strawberries”, “tasty redcurrants”, “luscious blackberries”, “tangy cranberries” and “zingy granny smith apples”, I eventually plumped for some:

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Hard to stomach

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[This entry originally appeared on Clare Lynch’s blog, goodcopybadcopy] Regular readers of this blog will recall that in a recent post I ranted about the overuse of the word ‘experience’ by advertising copywriters. I want to return to the topic with some real-life examples of one particularly ubiquitous type of ‘experience’: the ‘dining experience’.

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No experience necessary

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Have you noticed that every other thing we?re asked to part money for is an ?experience??

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