The pratfall effect makes imperfect brands more appealing. So why don’t marketers use it themselves?

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

How great UX copywriting becomes part of the product, rather than just describing it.

Cake, war, game of poker, prison, Holy Grail… how do metaphors shape our thoughts about Brexit?

Get ‘Copywriting Made Simple’ for just £1.99 – but act fast.

How an image intended to discourage led me down memory lane.

How written tone of voice lets brands communicate consistency, character and value.

Using divisive authority figures to encourage the reader to disobey.

What happened when I tried to imagine a writing book without pencils on the cover.