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.
Do as you would be done by: how to connect with your reader
One of my first jobs was as a cashier in a building society. At the counter, I came face-to-face with all sides of human nature — friendly, impatient, worried, aggrieved, confused or plain rude.
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.