Free From… empathy?
The most important ingredient in a writer’s recipe for success might come as a surprise. But it’s very, very important. And it’s worryingly absent in much of the marketing world. Read more
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Value in the right words: How to measure your content’s effectiveness
Put simply, if your brief contains clear and measurable objectives, your content will be a lot more effective. Join Nikola as she explains which metrics work best when it comes to generating leads, building credibility and trust, and raising brand awareness. Read more
You’re the voice
Over the years, we’ve seen plenty of brand guidelines. But without fail, they have one thing in common. Roughly 96 pages on correct logo placement and colour palette, and two pages about tone of voice. Sara explains why this makes her cranky - and what she intends to do about it. Read more
All you have to do is ask: the art of a great interview
The most interesting writing today gives you direct insight into why people act the way they do. It expresses their thoughts and feelings in their own words. But how do we get these rich, colourful perspectives? All we have to do is ask. Read more
The best writing forms a relationship. Know who you’re talking to.
James explains how imagined audiences can bring your copy to life. Read more
More than ‘pretty pictures’, marketing is a growth engine
Sara Howard spent two days mingling with CMOs at Sydney's APAC B2B Marketing Forum, and is relieved to report marketing is finding new and proactive ways to use content to enable sales - with measurable results. Read more
Getting better words #4. How to judge a writer’s draft.
Telling good copy from bad isn’t always as straightforward as you might think. There’s a lot to consider – while keeping a lid on your personal preferences. Fortunately, the fourth instalment in our ‘Getting better words’ series makes it easier for you by highlighting the essentials. Read more
Why use a professional writer?
You wouldn’t trust a plasterer to fix your boiler. You wouldn’t trust an accountant to service your car. And you wouldn’t trust Erica in Sales to remove your tooth. So, argues Richard, why trust someone who doesn’t write for a living to write your words? Read more
Getting better words #3. How to brief well.
Every writing project stands or falls by the quality of the brief. We all know that. Which would be a problem if the third instalment in our ‘Getting better words’ series didn’t offer a simple guide to making the whole process plain sailing. Read more
Getting better words #2. The price is right… isn’t it?
Getting a reasonably accurate cost for a writing project is rarely straightforward – and it can be even harder to tell if it’s good value. But don’t worry, the second instalment in our ‘Getting better words’ series helps you tiptoe safely through this particular minefield. Read more