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.
Could robots soon replace copywriters?
Communicate with anyone, based on personality. That’s the promise of Crystal Knows. According to New Scientist, it works by trawling through
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
The three ingredients of storytelling
'Storytelling’ is currently enjoying industry buzzword status. However, no-one seems to agree on exactly what storytelling is – let alone...
