Did I tell you about the time I nearly puked up my porridge opening an email from Ryanair? 

And no, it wasn’t about their tiny seats, miserly baggage policy or booking process that makes you feel like you’re competing on Gladiators.

Find out why I found their email so nauseating and how to make sure you avoid turning your customers’ stomachs while selling your stuff.

Should you bring customer voice or competitor research into tone of voice development? My thoughts? Our brands don’t exist in a vacuum, so why create like they do? Check out my reasoning with some fun copy examples along the way.

Understanding the problem you solve for your customer and addressing those pain points will make your copywriting stronger. Here’s how.

If you’ve ever wondered what goes down in a tone of voice project, this blog post is for you. Discover the five stages of a tone of voice project and how they contribute to a strong result.

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.

The government’s Competition and Markets Authority recently introduced the Green Claims Code to clamp down on false or misleading environmental claims. Find out what it means for your business and how you can follow the Code.

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.

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?