What Does The 4th Wall Have To Do With Sales Copy?

There’s this concept in theatre called the 4th wall. It’s a performance convention; the wall is imaginary. It’s what you, as the audience, sees through to view the performers on stage – and those performers are asking you to believe that wall exists because...

The Debauched Double Space and Why You Should Ditch It In Website Copy

Ooooooh. Mention this issue on a Facebook digital business forum and watch it light up. “Noooooooo!” cry the learned-on-a-typewriter folk, “do NOT tell me I have to change this too!” Yep, that’s right. We’re tackling the age-old question: Do you put two spaces between...