In what kind of world would a freelance copywriter be writing a blog entitled The Importance of Typos? In an increasingly AI-driven world. That’s what kind.
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...
Humour in copywriting
Leave it out. Clear, helpful copy will never offend anyone. A joke that falls flat can damage trust and credibility.
Me, on See it. Say it. Sorted. and public information messaging
According to this Prolific North piece, "See it. Say it. Sorted." is one of the most successful public information campaigns of all time. Really? Apparently so. According to this, “Since the campaign’s launch in 2016, reports to British Transport Police’s 61016 text...
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?
Accessible digital content – Alt text
Alt text, or alternative text, is a brief description of an image or other visual content that's read aloud by screen readers to help people with visual or cognitive disabilities understand the content. Alt text is an essential part of making digital content...