Business communications: how to write an opening line…
The opening line of any piece of copy is crucial. Here's a simple tip. Read more
Page 4
A good brief is anything but brief
Here’s the thing with a writing brief. The better it is – the more comprehensive, the more informative, the more detailed – the better the copy you’re going to get back. Read more
5 things traditional publishers understand about content
With so much content out there, the most valuable thing brands compete for is our attention. So how can you cut through the content clutter, set the agenda, and lead the debate? Answer: learn a trick or two from those doing it. Read more
Yes, some of us still call a spade a spade
Me: “What’s your definition of fragile?” Removal man: “If you drop it on the floor, it breaks.” Brilliant. An answer so plain, I felt I’d asked a stupid question... Read more
How content replaced the cold call
Two-thirds of the B2B buying process is now done digitally. Buyers are in control, so sales teams are finding new ways to show value – through content. Read more
9 New Year’s resolutions for writers
As writers, there are always things we can do to get better. We also know the best of New Year’s Eve intentions are often scrapped by the end of January. So here’s some advice and practical tips to see you through the year. Read more
We need another name for content marketing
Have you ever wondered why we gave ‘content marketing’ that name? Content is stuff you use to fill a container. So ‘content marketing’ suggests using words and pictures as a commodity – shoving anything you can find or think of into a pre-existing vessel. Read moreWant to win back my trust, Volkswagen? Apologise like you mean it.
I recently received a letter from Paul Willis, MD of Volkswagen UK. He was writing to tell me my car was fitted with a 'defeat device'. Read more