Three examples of unclear writing from my everyday life, and how I’d improve them.

The best way to get the right tone at the end is to keep it simple at the start.

A look at the copywriting choices made by four of the UK’s premium crisp brands.

Are deliberately clunky and unusual slogans more memorable?

Generating empathy means gently alluding to shared ideas or experiences – not corporate boasting.

Sometimes, striking the right tone of voice is about deciding who you care about – and who you don’t.

Sellotape’s latest slogan centres on creativity and inspiration. But are those the brand’s true values?

Tone of voice should be consistent throughout the customer experience, but marketers tend to look for easier wins.

Funky copywriting takes an informal, offbeat and informal tone in order to generate rapport with readers. But it needs to be done with care, and at the right time.