March 11, 2018

Be a wolf not a sheep: why content marketing needs bite

Content marketing is a top priority for many companies in 2018. Don’t just take my word for it. Adobe’s global Digital Trends Survey found that content marketing was top of the agenda for marketers in Europe this year, and second […]
July 19, 2017

5 ways to write emails that delight, rather than disappoint.

Email marketing is a contractual affair. Unlike Twitter streams and blogs, which are open to the universe for inspection, sending someone a direct email is a bit like door to door sales. As the EU regulation that supports email marketing, […]
July 5, 2017

The Golden Rules for Website Copywriting

How do you ensure that the copy on your website does what it says on the tin? Websites are more than just shop fronts, they’re the digital face of your business. So in that sense, make sure you wash your […]
May 2, 2017

Gillian Best, author of ‘The Last Wave,’ on what makes great writing

  Gillian Best is an accomplished Canadian author, swimmer and a seaside enthusiast. As a child she once dreamed of becoming a garbage man, or a surfer, though she eventually discovered her talent for creative writing. Like the sea, language […]
April 17, 2017

Why I love the copywriting in the latest Hellman’s advert

This is just a thing of beauty. Well, the squid isn’t. But it’s the most engaging double page advert I’ve seen all year, and I instantly fell in love with it. Though admittedly, I hate mayonnaise. Hellman’s nailed the copy […]
April 10, 2017

What can we learn from bad American adverts?

A recent trip through the Mid-West taught me an awful lot about what makes good copywriting. Throughout America, billboards are used to line the giant interstate highways. Whatever the promotion, the tone of voice and visual style was oddly consistent. […]