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
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
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
Wit: when, where and why
Let’s say what we understand it to be. Wit starts out as surprise and ends as entertainment. It’s the unexpected. It’s turning something old