To find your ideal customers, you need to stand out. One great way to stand out is to stand for something. Check out my tips for voicing your opinion in your copy, with a handy real life example.

Storytelling is one of those marketing buzzwords you hear all the time. Find out what it actually means and how you can use it to make your copy better.

Finding your voice means having the confidence to express opinions, even if they go against the grain. Inspired by an olive oil ad, learn to stand out by taking a stand.

Opening lines are essential to getting your readers to read your stuff. And where better to pick up ideas for brilliant hooks than our favourite novels? Steal their tricks and make your hooks irresistible.

Discover the most common mistakes I see in B2B tone of voice and how you can fix them. Including real-life copy examples from real-life brands with my suggested edits.

You can name your favourite chocolate bar or brand of shoes from the logo or colours. Tone of voice does the same thing for the written word. Find out the answer to the question ‘what is tone of voice?’ and how it helps your customers.

Learn how to name your new product, service, course or programme something original, memorable and catchy by learning from one of the greats: Bluetooth.

Maybe you already have a set of tone of voice guidelines for your business, or perhaps you’re looking to develop your first and you’re wondering what they should contain. This breakdown of tone of voice guidelines will help.

If you’re about to embark on a tone of voice development project, you might be wondering how involved your team should be. Get help with your decision here.

Find out how to make the copy you write day in day out feel on-brand while still keeping it human.

Make your copy more effective by asking these six simple questions of your biggest fans.

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.

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.

Sometimes, as businesses, we need to break bad news. Maybe an order’s late. Maybe you double-booked a room. Maybe you slept through an important meeting. We all make mistakes. What’s important is what you do about it. Tone of voice is a helpful tool to make your message more palatable and essentially save your bacon.

At some point your business will change. You might cultivate a new target customer, expand into new categories or markets, shake up your pricing, or update your visuals or words. But it isn’t always easy. So, when change is on the cards, what can you do to guide your customers to the other side with confidence?