Tone of voice

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

Make it real Make it real

Choose your words carefully, because your reader will picture whatever you describe.

Terrible tone of a truculent Tory Terrible tone of a truculent Tory

The way Jacob Rees-Mogg uses language is just as important than what he actually says.

Imperfection sells Imperfection sells

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

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?

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.