PERSPECTIVE  1.)  Copywriters don’t make the most common, fatal mistake ALL of us see our business from our own perspective. So, when writing promotional material it isn’t easy to jump out of that mindset and into our customers’ viewpoint – which is of course what business need to do when writing brochures, website text, newsletters, etc. 2.)  Copywriters ask the key questions To write about a business, copywriters have to ask...

Why does corporate copywriting have to be so dull? Below are three examples of what I think are copywriting best practice from my recent book – with my comments,  that I believe engage, attract customers and stand above their competitors. Are there any best practice tips for your writing? Let me know what your comments …   1.) Pret A Manger (website) Our kitchens get replenished with wonderful ingredients early each morning and our Hot...