You may not recognise yourself as an expert, but your younger self would.
The way Jacob Rees-Mogg uses language is just as important than what he actually says.
The pratfall effect makes imperfect brands more appealing. So why don’t marketers use it themselves?
A sample will be unrepresentative, and get our relationship off to a bad start.
Engaging writing is conversational, concrete and rooted in the reader’s worldview.
Building a ‘personal brand’ can be stressful. Sometimes, it’s OK just to show up.
Writing self-referential copy can be arresting, but at the price of emotion.