Why it might be better to slow down on that rush job.

How to turn a ‘so what?’ or a drawback of the product into a plus point.

It’s not about your attention span, but what can hold your attention.

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

Two recent ads that both try ‘negging’ the reader, with mixed results.

To reach your reader, you need to get inside their head and feel what they feel.

Christmas copy puns can be cringeworthy, but if they’re actually linked to the product, they can still work.

Why stories are much more than just another marketing technique.

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