26 / 07 / 12
How to write to happy customers
Nelson Mandela once said, ‘If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart’, writes Catie Holdridge. Business letter writers may not have been his target demographic when he said it, but – if that’s your […]
03 / 02 / 12
Sainsbury’s prove good PR is easy, tiger
Have you heard about the tiger that’s turned into a giraffe? The real story isn’t quite so magical as that sounds. But Sainsbury’s response to a letter from a little girl, which has now led them to change the name of their tiger bread to giraffe bread, was certainly inspired. For those who missed it, […]
27 / 10 / 10
Avoid the HMRC backlash
You may recall that six million people have – through no fault of their own – paid the wrong amount of tax over the last few years, thanks to a blunder at HM Revenue & Customs (HMRC). The story dominated the column inches last month, in part because of the way HMRC so unceremoniously delivered […]
07 / 10 / 10
Should you ever use the passive voice?
A Write Now reader wrote to us to ask: is it ever acceptable to use the passive voice in ‘good writing’? It’s a good question. You may be surprised to hear that the answer’s yes. While it’s best to use the active voice in most cases, the passive voice can – on occasion – be […]
30 / 09 / 10
Advertising for accuracy
Cadbury’s Dairy Milk wrappers will no longer bear the long-standing slogan, ‘a glass and a half of full-cream milk’. Instead the less-than-lyrical – but doubtless much more scientifically accurate – ‘the equivalent of 426ml of fresh liquid milk in every 227g of milk chocolate’ will appear in its place. The makers have clearly picked up […]
11 / 12 / 09
The business of goodwill
It’s that magical time of year again. Chestnuts roasting on an open fire, Jack Frost nipping at your nose and – quite possibly – being thrown together with people you have nothing more in common with than blood. And, as anyone who has grin-and-borne-it through a stressful or tedious family gathering can verify, if Christmas […]
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