February 2010

One of the things I'm always dealing with in my work as a copywriter is tone of voice. How you say what you say. Finding the best voice to speak in – the one that is true to the personality speaking and that most effectively expresses the message. So anyway, the other day I noticed a proverb going round in my head for no obvious reason. It's one my father often says: A soft answer turneth away wrath.

This email alert arrives from a website I'm subscribed to and yells at me: 'Copywriting secret - makes your products literally FLY off the shelves' I have visions of people in supermarkets ducking as boxes of cereal leap of the shelves at them. I smile patronisingly. But then I click through to see what this copywriting secret is.