The Wordbrain blog

Thoughts on how and why business writing succeeds or (more often) fails

I have just received an email with the subject line '5 Crazy-Effective Ways to Boost Landing Page Conversions'. I thought: 'Crazy effective, really?...

Imagine you're round at someone's house. They look up at the corner of the room and announce: 'We provide a range of teas,...

'Avoid "be" verbs' is one of those pieces of copywriting advice that's impossible to follow (this sentence failed to). It's a bit like 'avoid...

This seems so basic it's not worth doing. But it really is worth doing. So you've finished writing something, you've tweaked and polished it,...

Bad writing doesn't have to shout 'Look how bad I am!' It can be sneakier than that. Writing can dress itself up in...

This is President Trump's official inauguration portrait, on sale at the United States Library of Congress. Isn't it magnificent? And it has a beautiful...

Remember Smile, the online bank? If you're of a certain age you probably will. At one time they were pioneers. But Smile went...