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How to explain products that need explaining

How to explain products that need explaining

Every so often we land a curly one; a writing project involving a product or service that the target market can’t immediately understand. The IT sector is rich with these types of offerings, as is the health and pharmaceutical sector. What sort of things are we...
Website content and wardrobes have the same problems

Website content and wardrobes have the same problems

Websites are like wardrobes. You’ve got your favourite fit-outs that work really hard. There are practical pieces that everyone simply has to have. Then there are the items that are out-of-date and totally unflattering. They’re hanging there because you haven’t had...
What is a copywriter?

What is a copywriter?

‘Copywriter’ is an advertising industry term for a word-worker. Someone who comes up with sales communication concepts, often in collaboration with an art director, then puts together the required words. These might be in the form of a headline and text, website...