Posts on achieving and maintaining the right tone of voice in written communications.
Exaggeration is the default mode of expression for a lot of copywriting. Is there a better way?
How inconsistent tone of voice on a hotel menu gives the wrong impression.
Why I wouldn’t have chosen ‘What a Wonderful World’ for David Attenborough to recite.
My thought on the Innocent tone: where it came from, and where it might go from here.
Three examples of unclear writing from my everyday life, and how I’d improve them.
The best way to get the right tone at the end is to keep it simple at the start.
A look at the copywriting choices made by four of the UK’s premium crisp brands.
Are deliberately clunky and unusual slogans more memorable?
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