Copywriting Is Rewriting: Eatable Is Readable
“Eating and reading are two pleasures that combine admirably”, wrote the British author Clive Staples Lewis. Not only do they combine, we might add, they also have interesting things in common, especially regarding the specific features of online reading. In a landmark article of 2001, Leslie O’Flahavan and Marilynne Rudick use the food metaphor to […]
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Clients, why do they come to you?
Santiago de Compostela is a cathedral city and the ending point of arguably the leading pilgrimage in Europe. Pilgrims set out from all over the continent aiming to celebrate St. James (Jacob) on 25 July at the church. As a pilgrim, there is one rule you cannot break: you have to walk it. All of […]
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Copywriting is rewriting: scannable is readable
“Easy reading is damn hard writing” wrote the American novelist Nathaniel Hawthorne. This holds particularly true for web writing, that is writing for an environment in which reading is a particularly difficult activity. As Jakob Nielsen wrote in a seminal article, more than ten years ago, readers on the web often don’t read, they simply […]
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Intercultural communication: a boat trip for your clients.
Intercultural communication is like a boat trip for your clients. They know the point of departure and have a vague idea of where they want to end up. The bit in between is your job: getting them there and doing it while leaving positive memories behind, whatever the weather. What does it take to be […]
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