Metacopywriting, or writing text that refers to the content or nature of the marketing message, is an arresting but high-risk tactic. This article weighs up the pros and cons.

Ten marketing partygoers you don’t want to meet – or to become.

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

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

The Apple iPad is sure to change the way digital marketers reach certain segments, or promote certain products.

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.

Has it become too easy to post negative reviews of companies online?

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.

It’s easy to get over-involved in the cut and thrust of SEO, forgetting that the real aim is to generate new business.

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.