Writing for the bin

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“So much more stylish than a conventional bathroom bin, this retro version instantly ups your design credentials. Pair with a host of vintage-inspired accessories or elements of cool kitsch for a contemporary look that oozes personality.”

I chuckled when I read the text above – it’s in the “product info” for the bin, pictured above, which is being sold by John Lewis.

The only useful information in that text is “bathroom bin”. It reads to me like an estate agent’s gumpf!

This is a brilliant reminder to think of your audience, think about your message and not to write more than you need to.

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