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What is tone of voice? What is tone of voice?

How written tone of voice lets brands communicate consistency, character and value.

Divide and rule Divide and rule

Using divisive authority figures to encourage the reader to disobey.

The problem with brand purpose The problem with brand purpose

The phrase ‘we believe’ shows how ‘brand purpose’ gets in the way of a sale.

Summertime sadness Summertime sadness

Summer can be a difficult time for the freelance parent.

The story of a book cover The story of a book cover

What happened when I tried to imagine a writing book without pencils on the cover.

LinkedIn is just videogaming in a suit LinkedIn is just videogaming in a suit

How the LinkedIn app turns networking into a game genre all of its own.

Are copywriters liars? Are copywriters liars?

Are copywriters really paid to lie?

The mistake is the message The mistake is the message

Donald Trump uses mistakes in English as communicative tools. Should brands be doing the same?

Will a machine replace me? Will a machine replace me?

For the moment, AI can’t touch a human writer. But could that change?