Author Archives: Tom Fletcher

How to brief a freelance copywriter – ten tips

Quality content counts for a lot, and managers often need to delegate copywriting tasks to creatives who’ll find the task …

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Copywriting ethics: case study

Loan firm Peachy had the Advertising Standards Agency on its back recently because of an advert that encouraged people to …

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How to write a successful news release

When your organisation has a genuine news story, you can reasonably expect some coverage in a mainstream newspaper or the …

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Tips for proof-reading your work

Imagine the scene: you’ve spent days working on a client’s brochure and triple checked the copy for mistakes before sending …

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When did everything and everyone become ‘iconic’?

About 20 years ago I was very fond of the word ‘iconic’. It really emphasised the visual impact and/or cultural …

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Are you unknowingly reducing your impact by using passive sentences?

Writing in passive sentences is a bad habit that threatens to rob your copy of its spark. But what are …

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Don’t hang yourself with long sentences

Many years ago people thought that writing in long and complex sentences was a sign of intelligence. However, nowadays the …

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Check your readability statistics and aim for more reader engagement

Did you know? You can check the readability of your copy using the readability statistics function on Microsoft Word. It’s …

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Why verbs are a copywriter’s best friends

Verbs, also known as ‘doing’ words, inject sales pitches with a sense of dynamism that helps you gain that all-important …

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Why adjectives can wreck your sales pitches

A phenomenon I see quite often as a freelance copywriter is people’s desire to stuff their sales pitches full of …

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