Maintaining a consistent tone of voice across all types of written communication is essential. This introduction covers the basics of developing a written tone of voice for a brand.

The expertise of Don Draper in Mad Men shows us that making a sale is about appealing to customers through the most powerful emotional hooks – love and security as opposed to independence, creativity or popularity.

A brief summary of the copyright position for UK copywriters.

Writing a tagline for your company can be a good way to add character to your brand, differentiate yourself and communicate benefits. This article looks at some of the main types of taglines, and the pros and cons of each, and discussed the special case of B2B taglines.

Human beings are very bad at making balanced, rational decisions. Here are some of the biases that copywriters can exploit to make a sale.

Your user’s online journey begins long before they arrive at your site, and continues after they leave. Here are some ideas for planning and optimising your user’s path to purchasing.

Metaphors can make your meaning clearer, but they can also obscure it. This guide explains how to use them for more effective copywriting.

Weasel words are used to plant an idea in readers’ minds that is bigger than the actual claim being made. Working from vague, indeterminate facts (or no facts at all), you can generate perceptions that may be completely at odds with reality, without making a definite, absolute or concrete claim that could be open to challenge.

Case studies are a great way to showcase your skills, experience and approach to projects. This guide explains how to create concise, effective case studies.

Calls to action are an essential part of any marketing material or website. This guide explains how to identify your desired customer response, then craft a call to action to push readers towards action.