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Why using buzzwords in your copy isn’t always a bad thing

If there’s one thing every marketer has learned about copywriting, it’s that buzzwords are bad. In most marketing circles, using words like “seamless”, “supercharge”, and “elevate” will get you banished to the ninth circle of Copywriting Hell. While this copywriting advice above is sometimes good, it shouldn’t be taken as a hard-and-fast rule. Here’s why… …

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What Oatly’s “carton copy” reveals about product copywriting

If you’ve ever wandered into the dairy alternatives section of the grocery store, you’re almost certainly familiar with Oatly. You’ve probably picked up a carton. You’ve probably seen the huge paragraphs of witty, almost-poetic copy inked onto the side of the carton. And, maybe, you’ve taken one home… hopefully after paying for it. Here’s an …

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