It’s almost standard practice to stretch the truth as far as we can in our marketing. But is it a good idea?

With its open-ended budgets, uncertain outcomes and baffling terminology, SEO has to be one of the toughest services to sell

Social media such as Twitter perhaps make it too easy for us to express our darker feelings.

Scaring the reader by invoking ‘negative benefits’ can work, but it’s a high-risk tactic.

If we accept that ‘the meaning of a communication is the response that you get’, we must also accept that racism is in the mind of the listener, not the intention of the speaker

The principle of consistency states that people align their actions with their clear commitments. Once they’ve made a public or explicit commitment, they tend to stick to it, since they want to appear consistent and honest.

Your handy guide to the 20 most commonly used B2B copywriting clichés, from ‘solution’ to ‘leverage’.

Companies sometimes try too hard to find and exploit a USP. You can still market effectively without one, so relax if there’s no obvious candidate.

Copywriters can provide invaluable aid to entrepreneurs, helping them to clarify new products or propositions through the discipline required for copywriting.