You want your reader to believe you. If they’re going to buy your product or service, you need them to trust you. But, unwittingly, could you have copy that ...

In a recent poll published in Marketing Week, Apple was voted the nation’s favourite storytelling brand. Well not quite. To be precise, the uber cool tech gi...

Pardon? Giraffe bras? By St David Attenborough’s underpants, surely that’s not a real item of lingerie? No, but it is a useful aid to copywriters trying to b...

We’ve been rewriting the content for a luxury travel company. So we’ve been thinking about what makes engaging holiday copy. Sometimes thinking about things ...

I used to love the 6 Million Dollar man as a kid. Lee Majors starred as astronaut Steve Austen who, severely injured in a flying accident, is reassembled usi...

Eleven out of ten people we talk to about writing say the hardest part is the beginning. And yet you need a good intro to hook your reader. So the pressure's...

Everyone likes a holiday. But writing copy about them is a different matter. When you’re selling the same thing as hundreds of other competitors, standing ou...