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

Why communication failure is an unaffordable risk

Too many financial institutions are failing to turn the mistakes of others into lessons of sound governance. So what’s missing from the myriad rules designed to safeguard this industry? Only clarity and wisdom.

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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

The benefits of sounding like Jamie Oliver

You may not want to resemble Jamie Oliver in any way, but his writing has qualities of energy, confidence and ownership that any organisation can harness by changing a few writing habits.

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