people who don’t know what they are doing with AI copy end up sounding like the drunk uncle at the wedding who got hold of the mic and won’t let it go.
The right words in the right order – me on microcopy
I don't think I've ever followed a set of instructions without rewriting at least part of it in my head. I recognise and acknowledge that this is possibly/probably an occupational hazard. Sometimes it's just wording I'd change. Sometimes it's because I've reached...
Sincerity and authenticity in copy
If you’ve ever had to get sign off on a press release from a non-communications leadership team, you have probably played strikeout bingo. The red pen has deleted many a ‘delighted’, ‘strength to strength’, and ‘game-changing’. There are many, many more, that give us...
Why verbing nouns needs to stop
I like, because it makes me smile, that some Australian towns thank you for visiting as you drive out by farewelling you - there are signs that say ‘Porpoise Spit farewells you’ at the edge of town. The first time I saw one of those signs I thought it sounded clumsy...
Happy new horse and book year
Which brings us back to reading and why the Year of Reading isn’t just a nice idea – it’s necessary. In a world of AI slop and misinformation, we need trusted sources more than ever
Humour in copywriting
Leave it out. Clear, helpful copy will never offend anyone. A joke that falls flat can damage trust and credibility.
AI in the workplace (as at August 2025)
AI is everywhere. I suspect some organisations are caught off guard at the rapid growth and adoption of AI tools. You can’t ignore it. A total ban is possibly unworkable and somewhat naive; the same applies to a policy requiring approval for usage. A robust, but also...
A 5-minute plain English test for your emails
If your email inbox is anything like mine, (or FAR more likely, your spam/junk folder) it potentially contains the odd business email that reads like it was written by a bot. A generic opener along the lines of "I trust this email finds you well", or "I'm reaching out...
Plain English Website Audit – A how-to for clearer communication
I’m currently looking for a very specific service provider locally. I found a most excellent candidate via his most excellent website. It was written in plain English. It directly addressed my needs. I instantly knew he offered the services I needed. Unfortunately,...
Cleaning up our streets?
If we can nudge behaviour on bottle returns, can we apply the same thinking elsewhere?