Don’t just step into your reader’s shoes – take a big jump
Putting yourself in your audience’s position is a simple concept. But that doesn’t mean it’s easy. Read more
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Tone of voice: fact or fiction?
Is any brand’s tone of voice truly distinctive these days? Or should those who create them be taking a leaf out of a different kind of wordsmith’s book? Read more
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
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
Want to be ‘innovative’? Leave it out!
Copywriters generally agree we should try to stem the tide of that over-used, meaningless, unspecific abstract word - innovation. But every company still wants it in their headlines. How innovative is that? Read more
Tone of voice, not groan of voice
Too many brands are trying too hard to make their tone of voice shout louder than the crowd – without considering the potential implications for their relevance, their credibility and, in some cases, their dignity. Read more
What have the Romans ever done for us?
To that long list John Cleese mentioned in The Life of Brian, we can add the Five Canons of Rhetoric - or the basis of good writing. But what's been good for two thousand years seems to have fallen by the wayside of late. Read more