Tone of voice

Posts on achieving and maintaining the right tone of voice in written communications.

Butlin’s copywriting review Butlin’s copywriting review

A copywriting tour round the holiday park at Butlin’s Skegness.

How to market to Generation X How to market to Generation X

Enough about millennials already. Here’s some advice on reaching those of my generation.

Remain’s seven big marketing mistakes Remain’s seven big marketing mistakes

Seven mistakes that stopped Remain’s message about the EU getting through.

A new story for Labour A new story for Labour

Some thoughts on Labour’s failure to tell a compelling story in 2015, and how to put it right.

Put some rhythm in your copy Put some rhythm in your copy

A few ideas for improving the pace and cadence of your copywriting.

Why Ed Miliband needs a new story Why Ed Miliband needs a new story

Language is the window on the soul, and Labour’s is shut tight.

On describing tone of voice On describing tone of voice

Why writing tone of voice guidelines is harder than it looks.

It’s OK to sell things It’s OK to sell things

It’s time for the New Honesty.

What a difference a word makes What a difference a word makes

How Boots shifted its values by adding one word to its brand tagline.