An Ease About Being Grand

One of the slipperiest, most interesting topics in copywriting is what can be generally described as “tone.” “Tone” means, basically, how what you say sounds. Or maybe how it rings in the reader’s ear. I realize this is hopelessly vague, by the way. Sorry. Tone is really the impression you create. When the reader finishes …

Sometimes, the Client Makes It Worse

I just got back revisions to a practice group description I wrote for a new client. It’s worse. It’s a lot worse. Two attorneys got to it, and now it’s full of junk. I write for a living. I have absolutely zero problem with other people revising my stuff. I truly don’t care, as long …

Magical Advertising That’s Actually Very, Uh, Bad

As a copywriter, I spend a fair amount of time bending copy into a strategy. Clients, other writers, all kinds of people come up with stuff that’s accurate, interesting, and well-written, but that doesn’t leave the reader knowing or believing anything useful. Sometimes, the work that is the most striking, the most creative and the …