Here’s a little checklist of habits to pick up that will make your written English a lot more direct and powerful: Avoid the passive tense. Instead of "our company was founded in 1993", write "We founded the company in 1993". Much stronger. Make positive, not negative, statements. Don’t write "We did not suffer from the [...]

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A quick tip today on linking. Deep linking is where you direct a link towards a page on your site other than your home page (your "home page" is the "index.html" page, the one browsers go to automatically when they access "www.yoursite.com"). Why would you want to do that? Why direct a link to a [...]

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Hooray! The often-confused-words section is back. This time given to you by the letter “W”. Waver or waiver? If you’re wavering about something, you’re unable to decide or you’re showing signs of changing your mind. If you waive something, you give up a right to something. I waive my right to hair care by Vidal [...]

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I’m forever looking on Google and Yahoo for other copywriters. Why? Because I’m obsessed with checking out my competitors. I look at their websites, see what they’re offering, occasionally steal model bits from their sites and generally measure them up. But they’re not my real competition. Do you know who or what your competition is? [...]

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What’s your USP? Hhhm? What? Your Unique Selling Point. Come on, what is it? You’re in trouble if you don’t have one. Or are you? I read a book recently called Simply Better and now I’m not so sure. The book’s writers ask the simple question: Why is it so important to be unique? What [...]

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