Matching the reader’s language makes it easier for them to get your message.

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

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

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

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

A copywriting tour round the holiday park at Butlin’s Skegness.

Enough about millennials already. Here’s some advice on reaching those of my generation.

Seven mistakes that stopped Remain’s message about the EU getting through.

Some thoughts on Labour’s failure to tell a compelling story in 2015, and how to put it right.