Category Archives: Good and bad writing

Is this the worst spam email ever?

      The above email arrived in the spam filter of my email account today. That’s it in its entirety, apart from the blocked images, which I wasn’t about to open. Note the heading, which lacks any kind of promise, …

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Clever copywriting – where does wordplay fit in?

As a follow-on from my previous post, ‘Should advertising be clever’, this entry is about wordplay. Perhaps the commonest form of wordplay is the pun. When I started out as an advertising copywriter, one of the first lessons I was …

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London theatre review: three brilliant productions, three very different sides of the stage in one week

      Last week, our family enjoyed watching three very different plays in London. The first was a tiny production set in Abney Park Cemetery, which my wife and I went to. It was a one man show, written and performed by Simon …

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When to use contractions in your writing (and when you mustn’t or shouldn’t’ve)

There’s a lot of confusion about when to use contractions in copywriting and when not. First of all, what is a contraction? It’s where a word has one or more letters missing, replaced by an inverted comma.  “Isn’t” instead of “Is not” …

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