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

You may not recognise yourself as an expert, but your younger self would.

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?

A sample will be unrepresentative, and get our relationship off to a bad start.

Engaging writing is conversational, concrete and rooted in the reader’s worldview.

Why do we see millennials as another species? Maybe it’s a compliment…