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Copywriting across the spectrum: TOV and why it matters

11th March 2019 by Paul Waddington

There’s a copywriter out there whose website features a slider with which visitors can ‘tune’ a paragraph of copy through a spectrum of tones of voice. It’s a brilliant device and we’re extremely jealous of it. Mostly because it’s a great way to show off an important copywriting skill: being able to write in different […]

Filed Under: Business copywriting

Another book on “business bullshit”? I call bullshit

26th November 2018 by Paul Waddington

In a book called Business Bullshit, trailed in a Guardian Long Read, author André Spicer joins a long tradition of jargon-bashing that stretches back to George Orwell and beyond. As someone whose job is writing stuff for business that’s clear, appealing and easy to understand, my reaction to this latest broadside against jargon is: Stop it. […]

Filed Under: Business jargon Tagged With: Business jargon

Our acclaimed copywriting workshop is back!

19th May 2017 by Paul Waddington

Plain Text Blog

“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 we’re offering one free Words that Work session to our […]

Filed Under: Business copywriting, Copywriting training, Writing that gets results

Why copywriting is a craft, not an art

15th March 2017 by Paul Waddington

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 polishing. How does it work in practice? This recent real-life […]

Filed Under: Business copywriting

Mugged by The Suits

4th October 2016 by Paul Waddington

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, happily, enough to keep us in work. It’s worth getting […]

Filed Under: Case studies

Words that work: our new writing workshop

19th May 2016 by Paul Waddington

Plain Text Blog

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 that shows off our partner IDB Creative‘s sumptuous […]

Filed Under: Copywriting training

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

18th April 2016 by Paul Waddington

  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 a “seamless integrated solution”. Your IT supplier would no […]

Filed Under: Business copywriting

How tone of voice helps bring in business

10th March 2016 by Paul Waddington

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, and we get asked to work with these guides more, […]

Filed Under: Business copywriting, Writing that gets results

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Recent Posts

  • Copywriting across the spectrum: TOV and why it matters 11th March 2019
  • Another book on “business bullshit”? I call bullshit 26th November 2018
  • Our acclaimed copywriting workshop is back! 19th May 2017
  • Why copywriting is a craft, not an art 15th March 2017
  • Mugged by The Suits 4th October 2016

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Latest From Our Blog

  • Copywriting across the spectrum: TOV and why it matters 11th March 2019
  • Another book on “business bullshit”? I call bullshit 26th November 2018
  • Our acclaimed copywriting workshop is back! 19th May 2017

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