THOUGHTS ON COPYWRITING FROM OUR ARCHIVES
The Art of Explaining has been steadily crafting communications since 2008. We’ve moved with the pace of change but our task remains the same: to help people make their message clear. Here you’ll find a collection of writing from our archives on the art, craft and logic of explaining.
How to explain first time
‘If you’re explaining you’re losing.’ That phrase recently came out to bite President Obama, after he gave a 17-minute answer to a short question about healthcare and taxes.
How computer code can improve your writing
The more I work with web developers and designers, the more I see of the dark arts of coding. And do you know what? Writing code is just the same as writing words.
Unusual advice on how to begin a proposal
Decision makers love to say ‘I only ever read the executive summary’. And the way you start your proposal tends to seal its fate. It’s your Dragon’s Den moment: 45 seconds to convince a tough audience. Better make it good.
Why you should start at the end, and why we don’t
Remember science at school? That’s where I learned to dice rats, mix volatile substances, handle electric shocks and melt biros with a Bunsen burner. It’s also where most of us were conditioned to save the main point until last.