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Imperfection sells Imperfection sells

The pratfall effect makes imperfect brands more appealing. So why don’t marketers use it themselves?

Why I don’t do free copywriting samples 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 How to write engagingly

Engaging writing is conversational, concrete and rooted in the reader’s worldview.

Millennials must die Millennials must die

Why do we see millennials as another species? Maybe it’s a compliment…

Good enough is good enough 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 Meta copywriting: brilliant but risky

Writing self-referential copy can be arresting, but at the price of emotion.

Listen to the silent Listen to the silent

Why do we see introversion as a weakness, not a strength?

My fitness friend My fitness friend

How great UX copywriting becomes part of the product, rather than just describing it.

Five metaphors for Brexit Five metaphors for Brexit

Cake, war, game of poker, prison, Holy Grail… how do metaphors shape our thoughts about Brexit?