Reference · 120 lines

One line, every day.

Short, useful lines about briefs, brands, buyers and work. A new one shows at the foot of every page each day. Copy any of them; a link back is lovely but never required.

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Each day the footer of every page shows one of these lines, in order, and the list starts again after 120 days. Today’s is highlighted. Copy any line for a slide, a team chat or the top of a brief.

Read your headline aloud. If you stumble, so will they.
The brief that scares you is usually the one worth taking.
Write the email you would want to receive on a busy Monday morning.
A good brochure answers the questions a buyer feels awkward asking.
Cut your first paragraph. The real opening is often the second one.
Clients rarely remember the deck. They remember whether you listened.
If your tagline could belong to a competitor, keep writing.
"Ships in nine days" persuades more than "fast delivery". Specific beats confident.
Your website is often read late at night by someone tired. Write for that person.
Packaging is judged at arm's length in a few seconds. Test it at arm's length.
Before you present, know the one sentence you want the room to repeat.
A modest budget spent steadily often does more than a large one spent once.
Ask sales which question they answer every day. Put that answer on the website.
Good design is often the courage to remove one more thing.
Measure what the business cares about, then show how your work connects to it.
"I don't know yet" is an honest answer. Then go and find out.
The best case studies read like a real problem solved, with numbers and names.
In India, the WhatsApp forward is a channel. Make your PDFs small and easy to forward.
Make the phone number on your website tappable. Many buyers will find you on a phone.
Every invoice, delivery note and support call is brand work too.
If the client changed everything, the brief was unclear. Fix the brief next time.
Choose one message and repeat it until you are bored. Buyers have barely started noticing.
Write proposals that still make sense when forwarded without you.
Diwali campaigns are planned in July. October planning is already late.
A trade-show stall needs one sentence that can be read from ten metres away.
Useful feedback describes the problem. Leave the solution to the designer you hired.
Rest is part of the craft. Tired writers write long.
When a client says "make it pop", ask what they want people to notice first.
The first draft is for you. The second draft is for the reader.
Engineers distrust vague claims. Give them the test conditions.
If you cannot explain the strategy on one page, it is not ready yet.
Employees read the annual report too. Write it so they recognise their own work.
Name files so that a stranger could find them in a year.
A dashboard nobody opens is decoration. Ask who will act on each number.
Every form field you remove is a small kindness to the buyer.
When translating, check that the meaning arrives. Literal translations often lose it.
If you hide your prices, explain how pricing works. Buyers need a starting point.
Celebrate small wins with your team. The big ones come less often.
Show the product in use. Real hands on it say more than a perfect render.
Internal communication is marketing to the people who keep your promises.
Before you redesign anything, find out what is actually broken.
A good meeting ends with names against actions and dates against names.
Kind clients exist. Treat them so well they never want to leave.
Search traffic is earned by answering real questions well, one page at a time.
Long sentences can hide weak thinking. Break them up and see what remains.
Your customer's words usually make better headlines than yours.
Check your pack under tube lights on a crowded kirana shelf, as well as on screen.
You are allowed to turn down work that would make you worse.
A press release with no news in it is a polite request to be ignored.
Give every slide a headline that states its point. The slide then proves it.
Offer a pilot. A small proof travels further inside a company than a big promise.
Your sales team is your first audience. If they will not use it, nobody will.
Good B2B copy sounds like a capable engineer explaining something to a colleague.
Whenever someone shows you a number, ask: compared to what?
Spend an hour a month on competitors' websites. Note what they explain better.
When a client asks for a bigger logo, try giving it more space instead.
A clear "what happens next" makes enquiring feel less risky.
Credit the people who made the work possible, by name.
A strong idea survives a clumsy explanation. A weak one needs a perfect pitch.
Write the subject line last, once you know what the email actually says.
Your quietest page might be the one that closes deals. Check before deleting it.
Brand guidelines nobody can find do not exist. Put them where people work.
Visit the factory. Ten minutes on the shop floor improves a year of copy.
Own your mistakes early and out loud. Clients forgive candour faster than silence.
Good research starts with a question you are willing to be wrong about.
Plan the second month of a launch before the first day arrives.
Use plain words for complex products. Expertise shows best as clarity.
When everyone is busy, the clearest brief gets done first.
Lakh and crore suit Indian readers. Add the million figure when the reader is global.
Make one thing better each week. In a year, the difference is large.
Photograph your own people. Real faces earn a trust stock images cannot.
Plan the cuts before the webinar, and one recording becomes many useful clips.
If a sentence needs a footnote to be true, rewrite the sentence.
Be generous with what you know. Good clients remember who taught them.
Each platform has its own native format. Respect it before you post.
Repeat customers are free market research. Ask them why they stayed.
A good name is easy to say on the phone and easy to spell after hearing it.
Before the festive rush, check stock, delivery and support capacity, then switch the ads on.
Add captions to every video. Many people watch with the sound off.
A client's deadline usually has a reason behind it. Ask what it is.
A good proposal makes the buyer's next internal meeting easier.
Good typography is mostly patience with spacing, alignment and restraint.
Remove one adjective from every paragraph. Notice what improves.
Keep a folder of kind messages from clients. Open it on hard days.
A brand that changes its look every year asks buyers to start again.
When a campaign fails, write down why while the details are still fresh.
Sell the outcome the buyer will proudly report to their own boss.
Your contact page is a sales page. Give it the same care as the home page.
Short is good. Clear is better. Short and clear is rare.
A good designer asks about the business before opening the software.
People scan web pages. Each heading should make sense read on its own.
Consistency is the cheapest advertising most companies forget to use.
Nerves before a presentation mean you care. Spend them on preparation.
A sample, a site visit or a live demo can persuade where advertising cannot.
Date every document. Undated material looks abandoned.
Calm clients make better decisions. Keep your updates regular and plain.
An apology with a fix attached rebuilds trust quickly.
When the metrics disagree with what customers say, investigate both.
Packaging copy should say what it is and who it is for, at a glance.
The quiet person in the meeting often has the best objection. Ask them.
Your first good customer story is worth more than your tenth feature.
You need not be on every platform. Be excellent where your buyers spend time.
Write for readers who know less than you, and respect them anyway.
A tender document tells you exactly what the buyer values. Read it twice.
Good work needs uninterrupted time. Protect a few meeting-free hours every week.
Export marketing starts with a website that works for someone who has never visited India.
Show your process. Buyers trust what they can see being done with care.
Before asking for more budget, show what the last budget achieved.
A strong opening slide states the client's problem in the client's own words.
Studying a competitor is research. Copying one gives up the argument.
In a crowded category, being the easiest to understand is an advantage.
Thank the receptionist, the driver and the security guard. They talk to the client too.
A rebrand should make life easier for customers, as well as for the team.
A good FAQ page quietly saves your sales team hours every week.
Agree what success looks like before you start, and write it down.
Your best idea may sound simple. Simple is hard to reach and easy to use.
Train new salespeople with your best customer stories, told well.
Look back at last year's work. You have grown more than you think.
Your reader is probably on a phone. Put the request near the top.
Good marketing makes a true thing easy to understand.

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