Why I don’t do free copywriting samples
A sample will be unrepresentative, and get our relationship off to a bad start.
How to write engagingly
Engaging writing is conversational, concrete and rooted in the reader’s worldview.
Good enough is good enough
Building a ‘personal brand’ can be stressful. Sometimes, it’s OK just to show up.
Meta copywriting: brilliant but risky
Writing self-referential copy can be arresting, but at the price of emotion.
My fitness friend
How great UX copywriting becomes part of the product, rather than just describing it.
Five metaphors for Brexit
Cake, war, game of poker, prison, Holy Grail… how do metaphors shape our thoughts about Brexit?
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What is tone of voice?
How written tone of voice lets brands communicate consistency, character and value.