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Hyphen vs. Dash — Getting Your Short Lines Straight

Those little horizontal lines cause more headaches than any other character. So we thought it might be easier to understand the “hyphen vs. dash” deal if it was broken down with examples of how to...

Thinking Before You Write: A Guide to Effective Brainstorming

Great writing starts with a great idea. It’s true of novels and plays and movie scripts. It’s true of newspaper articles, opinion pieces and theses. And it’s definitely true of copywriting. But copywriting...

As you reintroduce your brand, copywriting should be your first investment

You made difficult decisions this year, but you made it through. The engines are rumbling again, and the race is on to re-establish brands in markets with short memories at the best of times. Restart =...

How to Write a Value Prop: A Different Approach

Your value proposition is the one thing you offer your potential customers that your competitors can’t. It’s what generates the first bit of prospect interest and informs whether or not they...

Everyday writing tips: How to drop the hammer in an email

Imagine going your whole life without having to write a scathing email. Everyone would be doing exactly what they’re supposed to be doing. You’d be walking around satisfied with everything. And there’d...

Advice for marketers, parents and marketers who are parents

Get to know kids’ jokes. This is good advice for marketers because kids’ jokes clearly demonstrate the process of creating interest, delivering a payoff and being remembered. It’s good advice for...

How to write a home page — 1 template, 3 examples

We had a tech client come to us this week with a specific problem: his home page’s bounce rate is too high. This means too many people are landing on it and leaving without getting past it. This tells...

Why High-Quality Copyediting is So In-Demand

The US Department of Labour statistics paint a less-than-rosy picture about the future of high-quality copyediting. They say the number of available jobs in the industry is going to shrink by over three...

Effective writing: Getting what you want with your words

Unless you’ve successfully mastered mind control, effective writing is all you have to drive the behaviour you want. Whether they’re heard or read, they have to be convincing, true and interesting...

Five Ways to Improve Tech Copywriting

Tech copywriting is a funny tightrope because you have two audiences with vastly different knowledge bases: the techies and the strategists. The techies want the specs. They want them quickly. And they...

Copywriting showcase: Toronto Pearson Airport

A few years ago, the Greater Toronto Airport Authority (they run Toronto Pearson) had a problem with noise complaints. They needed a copywriting team to give them messaging they could point people to and...

Lyrics: Copywriting Set to Music

Like great copywriting, great lyrics will make you pay attention.Come mothers and fathers throughout the land,And don’t criticize what you can’t understand.Your sons and your daughters are beyond your...

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