Tone of voice and customer experience
Tone of voice should be consistent throughout the customer experience, but marketers tend to look for easier wins.
Agents of conformity?
In ‘They Live’, aliens subjugate humans with subliminal messages of consumption and conformity. Just like marketers?
Marketing with 20:20 vision
Marketers are just as prone to flawed decision-making as everyone else. This post looks at the way in which some common cognitive biases affect marketing decisions.
Is metacopy better copy?
Metacopywriting, or writing text that refers to the content or nature of the marketing message, is an arresting but high-risk tactic. This article weighs up the pros and cons.
Ten unwanted guests at the marketing party
Ten marketing partygoers you don’t want to meet – or to become.
How to exploit irrational decision-making
Human beings are very bad at making balanced, rational decisions. Here are some of the biases that copywriters can exploit to make a sale.
How to use metaphors in copywriting
Metaphors can make your meaning clearer, but they can also obscure it. This guide explains how to use them for more effective copywriting.
How the Apple iPad could change digital marketing
The Apple iPad is sure to change the way digital marketers reach certain segments, or promote certain products.
How to use weasel words to bend the truth
Weasel words are used to plant an idea in readers’ minds that is bigger than the actual claim being made. Working from vague, indeterminate facts (or no facts at all), you can generate perceptions that may be completely at odds with reality, without making a definite, absolute or concrete claim that could be open to challenge.
Customer ratings and the tyranny of democracy
Has it become too easy to post negative reviews of companies online?
How to write effective case studies
Case studies are a great way to showcase your skills, experience and approach to projects. This guide explains how to create concise, effective case studies.