How to use paragraphs

How to use paragraphs

Paragraphs are a highly underrated writer’s tool. I like this description from Henry Watson Fowler, an English schoolmaster and lexicographer who wrote beautifully on the English language. “The purpose of paragraphing is to give the reader a rest. The writer is saying...

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Telling tales

Telling tales

Steve Jobs: master storyteller You may feel that storytelling has no place in the corporate world. But stories make people feel. And by making people feel, you make people do. Stories are also a clever bridging tool - for people to cross from their current attitude...

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Is less, more?

Is less, more?

“I didn’t have time to write a short letter, so I wrote a long one instead.” Mark Twain   When I first began working as a copy writer, I’d be at pains to justify why a 75-word piece of web copy could take just as long as a 20-slide presentation. Because the truth...

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The importance of being human

The importance of being human

“If you’re not a human who says ‘indeed’ or ‘moreover’ or who calls someone an individual…please don’t write it.” William Zinsser. Something happens to most people when they start writing work-related copy: they create a whole new personality for themselves. Have you...

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