Even the best of us make common spelling and grammar mistakes from time to time, and we often do so without even realizing it. Writing is a bit like a very elaborate and nuanced card game; there are so many different rules and guidelines that you can “play” for years before finding out you’ve been […]

Nobody likes to feel confused—when we don’t understand something, we tend to reject it. Even worse is when we get the incorrect impression about something and don’t find out we were wrong until later. Clarity is key when it comes to business writing, and word choice plays a crucial role in how easy it is […]

You could write the most effective, emotional, efficient copy for your printed marketing media, and it wouldn’t amount to anything if a call to action wasn’t clearly defined. In written advertising, a call to action (by definition) is an imperative sentence that instructs the reader to perform a task. They’re absolutely crucial because once you’ve […]

One of the biggest traps a marketing writer can fall into is confusing features vs. benefits. Often when selling a product or service, copywriters merely present a list of features–and that’s simply not enough to make a sale. Both features and benefits are equally important for effective advertising copy, but at the end of the […]

Imagine reading a novel with the chapters out of order. The story might start with an exciting climax, followed by suspenseful rising action leading to character introductions at the very end. You might be able to piece together the story with some effort, but how likely would you be to keep reading if you had […]

When we talk to one another, we use a variety of different types of sentences in order to communicate our ideas and engage the person we’re talking to. We ask questions, make interruptions, give one word answers and even go on forever without reaching a conclusion. Adding variety to our speech comes naturally–but writing copy […]