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19 May Our acclaimed copywriting workshop is back!

Posted at 14:03h in Business copywriting, Copywriting training, Writing that gets results by PaulWaddington 0 Comments

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"Extremely relevant", "Well delivered", "Definitely recommend", "Relaxed but informative", "Interesting and engaging", "Well structured". These are just a few of the 2016 plaudits for Words that Work, Plain Text's 90-minute copywriting workshop. We enjoy these sessions very much - and it seems our clients do too. So this year, once again...

15 Mar Why copywriting is a craft, not an art

Posted at 15:23h in Business copywriting by PaulWaddington 0 Comments

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Obviously, we want you to believe that copywriters are magicians. You send us a brief, we summon the Muse, and persuasive words pour forth. The prosaic truth, however, is that copywriting is a craft, not an art, demanding old-fashioned tools and plenty of hammering and...

04 Oct Mugged by The Suits

Posted at 11:15h in Case studies by plaintext 0 Comments

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One from the archives. It's 14 years now since we wrote a post entitled 'Case study carnage' about what happens when business case studies get mugged by The Suits, i.e. transformed into gibberish by jargon-obsessed managers. There's less of this stuff around now, but still,...

19 May Words that work: our new writing workshop

Posted at 10:24h in Copywriting training by PaulWaddington 0 Comments

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Welcome to Words that work, a writing workshop that packages everything we've learned about B2B copywriting into 90 lively minutes. For a limited period we're offering one free workshop to our clients and contacts. Feel free to share this page or click the image for a PDF...

18 Apr It’s all about me: why B2B customers aren’t listening

Posted at 13:20h in Business copywriting by PaulWaddington 0 Comments

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Draw a cup. What do you see? A stylish item of crockery? A football trophy? Half of a bra? The point of this classic psychology exercise is to show that what one person says can be interpreted by others in many different ways. Now draw...

10 Mar How tone of voice helps bring in business

Posted at 11:06h in Business copywriting, Writing that gets results by PaulWaddington 0 Comments

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These days, tone of voice (TOV) is most definitely a thing. Businesses care about how they sound and how they speak, as well as how good they look on the page. We get asked about creating tone of voice guides more than we used to,...

19 Jun Ask Elmore Leonard – and other tips for good copywriting

Posted at 14:15h in Business copywriting by PaulWaddington 0 Comments

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A while back we challenged ourselves to single out one thing we had learned in our time as copywriters. Here are the results so far from four people who write for Plain Text. Paul Connolly, copywriter, journalist, novelist: "Ask Elmore Leonard" Sometimes I run into a wall on...

21 May Plain Text adds design capability

Posted at 15:29h in Business copywriting by PaulWaddington 0 Comments

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Clients sometimes ask whether we can provide the pictures as well as the words. Now that we've teamed up with visual communications specialist IDB Creative, Plain Text can provide fully designed promotional materials, from print to video. We first struck up our relationship with IDB's founder...

09 Jan Behold the Jargon Matrix

Posted at 12:17h in Business jargon by PaulWaddington 0 Comments

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My brother-in-law, a mechanical engineer, once shared with me a sentence with which his manager portentously opened a meeting: “Before we push the boat out, we’ve got to get into bed with the beast”. I fell about laughing when I heard this. But everyone in...

16 May The jargon challenge

Posted at 12:54h in Bad writing by PaulWaddington 0 Comments

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Here's part of Plain Text's first newsletter, published in 2001. In it, we railed against technology jargon by composing an imaginary tech industry press release, then 'translating' it into language ordinary folk could understand. Why repost it now? Because nearly 13 years on, we still encounter this...

19 May Our acclaimed copywriting workshop is back!

15 Mar Why copywriting is a craft, not an art

04 Oct Mugged by The Suits

19 May Words that work: our new writing workshop

18 Apr It’s all about me: why B2B customers aren’t listening

10 Mar How tone of voice helps bring in business

19 Jun Ask Elmore Leonard – and other tips for good copywriting

21 May Plain Text adds design capability

09 Jan Behold the Jargon Matrix

16 May The jargon challenge

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