What is the power of a swear? Why do some brands do it while others don’t? And can you (or should you) swear in your brand copy. Get all the answers here, with plenty of real life examples.

You’ve decided who your brand is. You’re intellectual, enthusiastic and creative. Or perhaps you’re thoughtful, optimistic and vibrant. Now, you need to figure out how to bring those traits to life in your copy.

In this post I’ll introduce you to the building blocks of tone of voice. The areas of writing you need to think about and decide upon that will give your writers the structure and goalposts they need to nail your voice every time and on every platform. Think of it like looking in your fridge to decide what to cook for dinner. A block of parmesan, some fresh tomatoes and basil? Looks like we’re having pasta. Minced beef, carrots, some potatoes and an onion? It’s cottage pie night.

Rather than letting  your brand values gather dust, why not use them to shape and inform your brand’s tone of voice?

How and when do we imitate other brands in marketing and advertising? How much copying is okay? And is originality at all costs really worth striving for?

If you run a sustainable business or have an element of sustainability to your business, you’re going to want to write about your values. The trouble is sustainability copywriting isn’t easy. So, here are my top tips for hitting the right note with your purpose paragraphs.

Let’s talk about those little, sometimes hidden, opportunities to sprinkle your brand voice like hundreds and thousands on your ice cream. First, I’ll share some real-life examples. Then I’ll tell you how you can find your own opportunities to make your customer experience just that little bit more memorable and special.

From over 123 clients, I can only count three major slip-ups. Here I share what went wrong and what I do differently as a result. Because these three fails are a big part of how I make every future project a success.

Maybe you’re a business owner who wants to write more confidently for your social media. Perhaps you spend half your working day agonising over an email, wondering why you can’t quite get the words right. Maybe you need to put together a pitch deck or write a winning bid for that funding that will change your company’s trajectory. It’s a bit of a writing cliché that to become a better writer you need to become a better reader. But I’ve certainly found it to be true. So, I thought I’d share my tips on how to read better.

As social media becomes more and more meh, newsletters are a brilliant alternative. Whilst I’m not claiming to be any kind of oracle, here are some things you should know before starting an email newsletter of your own.

Everything you read says you need a regular blog. But something always gets in the way. I get it. Writing a blog for your business can feel like a massive drama. But it doesn’t have to. Here are my top tips for blogging for your business without breaking your back.

What do a man-eating great white shark, an alien-infested spaceship and a cowboy toy with an overinflated ego have to do with copywriting? Find out as we look at the connections between screenplay writing and copywriting to discover if the tricks of the screen trade could make our copy better.

So, you want to become a copywriter? Good choice! Here’s a list of the best tips and resources for new copywriters to help you build your portfolio, find your groove and land your first paying client.

The Beatles: Get Back offers unparalleled insight into the band’s friendships, chemistry and wardrobes. But what struck me most was their incredible yet surprisingly human creative process. So, what can we learn about creativity from four of the most prolific and talented people the world has ever known?

With 16 speakers sharing their wisdom across 13 hours, it’s fair to say that CopyCon21 was a meal, not a snack. In case you missed it, I’ve whittled down some of that expertise into three key themes you can use to make your writing and your business better.

A year ago, I published my first blog post for my business. Here are a few things I’ve learned so far about why blogging for your business is so great.

Landing pages are a self-contained web page designed to sell a product or service. That means this one page needs to work 10 times harder than any other on your site. If you’re currently sweating over a landing page, don’t worry. Follow my step by step guide and get yours ready to sell.

When you’re about to work with a freelance writer, you might feel a lot of pressure. Here, I’ll explain a bit more about the briefing process and what you can do to give your copywriting project the best chance of success.

As writers and creatives, we talk a lot about process: how we get from blank page to final version. I don’t know about you, but I never keep my first drafts. The quicker I can save over them, the better. Until now. I’ve decided to lift the hood and share a first draft to start a conversation about process and the hard work and value of what we do.

When you’re writing for your business there’s a lot of pressure for your copy to look and feel ‘right’. I get it. It’s the same for me. That’s why I’ve put together my quick guide to making your copy more professional and more effective right now.

Get your copy ready to publish with my handy guide to doing the final check on your writing. I use it every time I publish or submit a piece of copy. Bookmark it, use it and never worry about wayward copy again.