A picture is worth a thousand words – bollocks!

A picture is worth a thousand words – bollocks!

Dave Trott, the famous ad man, not one to shy away from controversy, recently added his voice to the “nobody reads copy any more” debate.  Whilst he is far from the first to make this suggestion the fact he did it in the latest edition of “The Copy Book” has caused a...
Tone of voice – is it a red herring?

Tone of voice – is it a red herring?

When people talk copywriting the phrase “tone of voice” often pops up – as if “this is what copywriting is all about.”  Indeed, many copywriters, especially those that like to work on really big corporate brands, promote themselves as “tone of voice development and...