Cooking Happy Copy
A client half a world away asked me to figure out how to talk about a line of cookware she was planning import into her country. The brand had no name recognition, no prestige status, no particular price advantage. So she wanted to market it as the ideal line for new cooks, people who were […]
Before & After: Tighter
This text, ironically, comes from a 1,700-word article on writing shorter emails. The simple solution to a shorter email is to leave out the needless parts, as Strunk and White says. Before: “There are plenty of other benefits to writing short emails as well. If you send someone a very long email, there is a […]