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.
How great UX copywriting becomes part of the product, rather than just describing it.
Cake, war, game of poker, prison, Holy Grail… how do metaphors shape our thoughts about Brexit?