Two phrases caught my attention this week and made me smile for their inventive use of words.
The first was 'economic patriotism', dreamed up by a candidate in the French presidential election as a euphemism for paying higher taxes. How to make something bad sound something good.
The second was 'omni shambles', coined to describe a bad week for the Government. A week, then, when all ('omni') that could go wrong did go wrong.
Clever, unusual or simply pleasing combinations of words will always make a copywriter happy. Finding gripping, evocative and convincing words make our clients happy too, because they will get a message across with more impact on a website or in a brochure.
I'll often advise a client to be bold. Yes, ...