Superb verbs: what “doing” words do for your copywriting

Some days I’d surrender my first-born for a superb verb. Clever verbs trump nouns or adjectives any day. They overshadow pronouns and decimate adverbs (absolutely). A verb can tell your audience so much more than a string of wimpy, overused adjectives. Used well, they paint masterful word-pictures and require minimal punctuation so are less likely…

I, we or they? Finding your voice in copywriting

I’m often asked about the right “voice” for business communications? There is no absolute answer. It all depends. Whether you’re writing for email, your website, print marketing collateral or your blog, choosing the appropriate voice for your piece depends on your objective, your audience and your business. Connect and emote with “I” The first person…