What a woeful cliché
Why I wouldn’t have chosen ‘What a Wonderful World’ for David Attenborough to recite.
Wackywriting and the cult of Innocent
My thought on the Innocent tone: where it came from, and where it might go from here.
Plain English Patrol 1
Three examples of unclear writing from my everyday life, and how I’d improve them.
A compilation of cutesy crisp copy
A look at the copywriting choices made by four of the UK’s premium crisp brands.
Copywriting for empathy
Generating empathy means gently alluding to shared ideas or experiences – not corporate boasting.
Divisive copywriting
Sometimes, striking the right tone of voice is about deciding who you care about – and who you don’t.
Don’t be ashamed of your brand values
Sellotape’s latest slogan centres on creativity and inspiration. But are those the brand’s true values?
Tone of voice and customer experience
Tone of voice should be consistent throughout the customer experience, but marketers tend to look for easier wins.
On funky copywriting
Funky copywriting takes an informal, offbeat and informal tone in order to generate rapport with readers. But it needs to be done with care, and at the right time.