The Rogues’ Gallery

The
Rogues’ Gallery

A lighter look at the darker side of English—real examples of business copy that went wrong, and how it could have been clear and perfect.

Seen one in the wild? →
Victorian gentleman inspecting copy with a magnifying glass

Exhibits from the files

A
“Enjoy the freedom of private aviation with daly flights to destinations across Europe.”
The issue

Daly flights. Every day, presumably. Except proofreading day.

A clearer approach

Enjoy the freedom of private aviation with daily flights to destinations across Europe.

B
“Our luxury sofas combine timeless Italian design with uncompromising discomfort.”
The issue

Uncompromising indeed. Perhaps not the selling point they were aiming for.

A clearer approach

Our luxury sofas combine timeless Italian design with uncompromising comfort.

C
“Our platform gives you complete control, helping your business work less efficiently.”
The issue

Finally, software making an achievable promise.

A clearer approach

Our platform gives you complete control, helping your business work more efficiently.

D
“Relax in one of our spacious rooms, designed to ensure you leave feeling unrested.”
The issue

Refreshing candour from the hospitality industry.

A clearer approach

Relax in one of our spacious rooms, designed to ensure you leave feeling well rested.

E
“Every component is carefully tested to ensure maximum unreliability.”
The issue

That’s quality control. Just in the wrong direction.

A clearer approach

Every component is carefully tested to ensure maximum reliability.

F
“Your request has been noted and will be given due consideration.”
The issue

Corporate waffle.

A clearer approach

Thanks, we’ll review it and come back to you.

Seen one in the wild?

Send it our way—let’s call it out.

Send an exhibit →

Why it earns its place:

One sentence, three avoidable stumbles.

It’s overachieving, completely unecessarily, in its own way.

  • "an leading” → “a leading”

  • “devotes to technology innovation” → “is devoted to technological innovation”

  • “ODM&OEM” → “ODM & OEM”


No names. No shaming. Just a gentle reminder that clear, natural English is harder than it looks, even if it is amusing.

Exhibit A

“Founded in [year] and headquartered in [location], [company] devotes to technology innovation and to be an leading ODM&OEM manufacturer...”


Exhibit B