The secret to building trust in brands
What is trust? Trust is a feeling that crystallizes into a belief. It’s deeper than an opinion – and more complex. For brands, it’s far hard
The unmatched power of emotional truths
Every copywriter knows what it’s like to slog away at a piece of copy for a product or service they just don’t believe in. It’s tough. Every
Mindfulness and the art of copywriting
Despite what online ‘content mills’ and cut-price freelancers will tell you, speed isn't always an attractive trait in a copywriter. In
Eight tone of voice myths debunked
A distinctive tone of voice can evoke a brand’s personality in language. It can create emotional appeal and differentiate. So why is the lan
Does negativity sell?
One of my many weaknesses is writing letters to The Times. Just before the Scottish independence referendum I penned one about how the ‘No’
