Foes Archives - WORD SWORDS

5 storytelling style secrets that will banish boring marketing spiels

Before there was science and the written word, the world was described through story. As a result, indigenous traditions the world over encoded their teachings in story form. The storytellers were the keepers of the history of the people. They were guarded at...

The vomit first draft – with all its colourful content

Messaging/Copywriting, Storywork

You don’t need to know where you’re going, to start. And all good writing starts with less than good first attempts. That’s the way of writing. You just need to start somewhere. And by getting something – almost anything – down on paper (or pixel) the hardest...

Most designers are failures. They don’t read your copy

Creativity, Messaging/Copywriting

Design can make or break a piece of work. In this highly visual, information soaked world, there are almost as many designers as writers. Everyone and anyone can claim to be one. But there are more bad ones than good ones. Translation: most designers are failures....

5 easy steps to slay the spelling monster

Messaging/Copywriting

Spelling errors insult readers. The subtext of work delivered with errors reads like this … “I don’t really care about you; I have far more important things to worry about than checking my writing for errors. You can do that for me.” Bad business writing costs...

Slimmer, sexier writing: when and how you want it

Messaging/Copywriting

The glossy magazines are full of advice on how to slim-down, sex-up and find the secret to a better life. There are also no-pill cures for ailments, you can melt away fat (sounds messy) and anti-age your mind (lobotomy maybe?). Wow. All of this, if you part with a few...