Let advertising direct your tone of voice
Let me state two true observations. Then see if you can spot the glaring inconsistency they reveal. 1. Any brand’s advertising campaign is t
The art of writing LinkedIn copy
Though the social media credentials of LinkedIn were much maligned by the Twitterati when they heard how much Microsoft had paid for it, Lin
Want a distinctive tone of voice? Introduce some constraints
There is a persistent assumption that in order to be creative, you need as much freedom as possible. In reality, the opposite is often true.
How to move audiences from A to B
I recently had the pressure, sorry, pleasure of giving my first Guardian Masterclass on persuasive copywriting. (Dates for another session t
Take a break from hackneyed travel copy
Where can you go to absolutely guarantee ‘crystal clear water’, ‘friendly locals’ and all manner of ‘breathtaking views’? Somewhere ‘off the
