How to add personality to B2B copywriting
In the world of B2B communications, there’s a lingering myth that professionalism equals formality. This misconception often leads to copy that feels distant, overly technical, or just plain boring. But
Category
Writing tips
Turn your case studies upside down
Clients often come to us for copywriting case studies. They're a great way to showcase your products and services, and have a lot more credibility than any amount of generic marketing copy.
Don’t be shallow with your brand
When copywriting for professional services firms, it is vital to ensure the brand is communicated consistently at every level.
3 psychology principles every copywriter should know
Three things that separate copywriting masters from the mere mortals is a keen understanding of the human condition, knowledge of the emotions that rule consumption and how to use psychological principles to persuade your audience.
What’s the difference between UK English copywriting and other variations?
The variations between UK English and other types of English are not always well understood. Let’s take a look at some of the key differences.
Is this inelegant and/or confusing?
Forgive us: this is our plea for common sense, good writing, and clarity. Our nomination for Room 101 is the abomination ‘and/or’. Here's why...
8 words that break trust and make comprehension more difficult
Hoa Loranger might be our new hero. In a recent post for usability gurus Nielsen Norman, Hoa identified five words that leave most readers cold. And we've added three of our own, too.
Tautologies: free gifts to wreck your writing
Bravo to the folks at The Times. This Christmas card is now six months old, but it remains a powerful example of good editing...
6 ways to break up long copy
When you're preparing a long document, how do you give it the best possible chance of success? A good designer working with an experienced copywriter can provide lots of different potential hooks to capture your reader.