Blog posts

A tone of voice audit can help your brand codify what’s already working, solve copy problems or seize brand opportunities. Find out how.

Let’s look at the business case for tone of voice. Why does tone of voice matter? Why is this something that companies spend so much time and effort getting right?

Find out how to switch generic bland phrases that don’t tell your customer anything with words that give them all the info they need to click ‘buy’.

Did you know that the words you choose create a ‘mood’? A feeling that your reader can’t help but pick up on? Here’s how to use words to build a mood that will keep your customers hanging around.

The great thing about brand messaging is that wherever your customers spot your brand, you’re saying similar things. This reinforces your message and makes it more memorable. Find out how to do this right here.

When you're selling something at a higher price point, you need to put in the extra legwork in your language to reassure your customer. Here are some quick tips to make that happen.

Do you use the words ‘innovative solutions’ in your brand copy? 

So do 85 million other companies on Google. 

Here’s why they’re two of the worst words for turning customers off and what you can use instead.

As a copywriter, you can bet your last euro that I’m going to advocate pretty hard for the importance of great copy, messaging and tone of voice. But I’d be lying if I said that every single business needs to invest in copy at every stage in their journey. Here are some times you don’t need a copywriter.

Oh no! Here comes another tepid take on AI! Why you shouldn’t get AI to do your writing for you. (And it’s not for the reason you think.)

I was thinking about Itsu’s line ‘Eat beautiful’ recently. I think it’s a great line, and here are my salmon-fuelled thoughts on why (with tips for writing your own great tagline).

Check out this everything but the kitchen sink email apology compared with a simple tweet to learn the dos and don’ts of saying sorry.

Believe it or not the tense you choose (present, past, future) can have a huge impact on the success of your sales page. Find out how here.

It’s easy to know the safe middle ground of your tone of voice. But what are the limits. Can you use humour? Can you use slang? What about a swear? Learn from this real-life example to find the limits of your brand’s tone of voice.

Long sentences make your writing harder to read. If you string too many together in a row your poor reader will just give up. Here are some quick tips to write shorter sentences.

Find out how to stop the scroll with a bit of clever word choice.

Actionable tips and takeaways to make your cold emails impossible to ignore.

Learn from a fellow small business how to write an About page that pops with personality and fizzes with fun.

We talk a lot about customer pain points in marketing. But should we be amping them up or downplaying them, making them seem more manageable? Let’s explore with real-life examples.

There’s one thing that instantly turns an okay-ish piece of writing into one that hits the nail on the head. Structure. Follow my five simple steps to take your content from tangled to coherent.

I won’t lie, I hated this brand’s copy when I first saw it. What the hell are “flattering style solutions”?

As a brand or business, there’s so much to learn from your competition. Find out how to do competitor analysis and what to do with what you learn.