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Copy is written content that tries to persuade a person or group to take a particular action, for example, to build brand awareness, generate sales or secure investment. Copy is the words on your website, in your sales presentation, and in every email you send. Headlines that stand out Web pages that get read and shared More sales/leads/candidates Better sales/leads/candidates Lower cost of acquisition Improved branding and status within the industry

Clive Lewis and the Downing Street Brexit black hole

Labour MP for Norwich South

What was posted

Clive Lewis turned the first image of a black hole into a joke about the Downing Street team working on Brexit.

Original post on X Clive Lewis on X

Why it mattered

Lewis used a story that was already commanding attention to make a point about political careers and trust being swallowed up by the Brexit process.

Sources

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Liz Truss and ready to hit the ground from day one

Conservative Foreign Secretary

Excerpt

ready to hit the ground from day one

During the Conservative leadership contest, Liz Truss posted that she was ready to hit the ground from day one. A corrected version added the missing word “running”.

Liz Truss biography

Deleted and replaced with a corrected version.

Why it mattered

Truss was posting after Penny Mordaunt had been eliminated and the contest had narrowed to Truss and Rishi Sunak. The typo was widely recalled after her short premiership.

Sources

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Emily Thornberry and image from Rochester

Labour Shadow Attorney General

Caption

Image from Rochester

On polling day in Rochester and Strood, Emily Thornberry posted a photograph showing flags on a house and a white van outside.

Archived copy Emily Thornberry biography

Archived copy only.

Why it mattered

Critics interpreted the image as a comment on the people who lived there. Thornberry apologised and resigned as shadow attorney general that evening. The episode took place during a by-election in which UKIP was challenging the Conservatives for the seat.

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Yvette Cooper’s Ed Balls Day reply

Labour Labour MP

Reply

How can it be TEN YEARS… ?

Yvette Cooper replied to Ed Balls’s tenth-anniversary post asking how ten years had gone by.

Yvette Cooper biography

Why it mattered

The reply was part of a wider round of anniversary posts by politicians, journalists and other Twitter users. The original two-word tweet dates to April 2011.

Sources

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Ed Balls and the tenth anniversary of Ed Balls Day

Former Labour MP Former Shadow Chancellor

Caption

Ed Balls #10LongYears

Ed Balls marked ten years since the original tweet with a photo of himself holding a cake, with a number ten candle added to the image.

Original post on X Ed Balls on X

Why it mattered

By 2021 Balls had become a participant in the annual joke about his own typo. PA reported that he had previously baked a cake styled after the original tweet.

Sources

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Ed Balls Day and the original “Ed Balls” tweet

Labour Shadow Chancellor

The tweet

Ed Balls

Original tweet on X · Ed Balls on X

Why it mattered

Ed Balls was trying to search Twitter for his own name on 28 April 2011. He put it in a tweet instead. The two-word post stayed online, and Twitter users began marking 28 April as Ed Balls Day.

Balls eventually joined the joke himself. In 2021 he marked the tenth anniversary with a photo of himself holding a cake, and Yvette Cooper replied to ask how ten years could have passed already. The later tweets tell the other half of the story: the politician who made the mistake became one of the people keeping the joke alive.

Sources

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