Metaphors can be elegant, persuasive, intuitive – and utterly false.
Thinking from home
An underrated feature of working from home is that it gives you a chance to just think.
Nothing persuades like a conversation
Social media encourages one-sided communication. But what really persuades readers is showing both sides.
Write without fear, edit without mercy
The surprising history of the quote ‘Write without fear, edit without mercy’ (Tom Albrighton).
Beanz Meanz Less
BEANZ MEANZ MORE. In my view, Heinz’s remix of its classic slogan typifies many of the problems with modern marketing. First, there’s the madness of anonymising a genuinely memorable, time-tested slogan that includes the brand name. If I could somehow get my prospects chanting ‘For top copy, get Tom copy,’ I wouldn’t see removing the ‘Tom’ as an improvement. Then … Read More
Concision ≠ clarity
‘Be concise’ is one of the most common pieces of advice given to writers. Cut out the fluff. Get to the point. Keep it simple, stupid. It’s kind of reassuring, because it turns editing into a binary, almost mechanical task. Pull out the weeds and leave the flowers. Eliminate the unnecessary, and what remains must be OK. But what is … Read More