Use the words your reader uses
Matching the reader’s language makes it easier for them to get your message.
Terrible tone of a truculent Tory
The way Jacob Rees-Mogg uses language is just as important than what he actually says.
Imperfection sells
The pratfall effect makes imperfect brands more appealing. So why don’t marketers use it themselves?
The mistake is the message
Donald Trump uses mistakes in English as communicative tools. Should brands be doing the same?
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
Seven mistakes that stopped Remain’s message about the EU getting through.
A new story for Labour
Some thoughts on Labour’s failure to tell a compelling story in 2015, and how to put it right.
