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.

Thomas Heath Thomas Heath

Older people write better digital content

I’ve just turned 41. I played football on my Birthday, ruptured my Achilles tendon and now I’m here with my leg in plaster. So I thought I’d mention one benefit of getting older.

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Thomas Heath Thomas Heath

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.

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Thomas Heath Thomas Heath

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.

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Thomas Heath Thomas Heath

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.

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Thomas Heath Thomas Heath

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.

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