Weasel words are used to plant an idea in readers’ minds that is bigger than the actual claim being made. Working from vague, indeterminate facts (or no facts at all), you can generate perceptions that may be completely at odds with reality, without making a definite, absolute or concrete claim that could be open to challenge.

Has it become too easy to post negative reviews of companies online?

Case studies are a great way to showcase your skills, experience and approach to projects. This guide explains how to create concise, effective case studies.

It’s easy to get over-involved in the cut and thrust of SEO, forgetting that the real aim is to generate new business.

Calls to action are an essential part of any marketing material or website. This guide explains how to identify your desired customer response, then craft a call to action to push readers towards action.

One-person enterprises must decide whether to position themselves as people or companies, and whether to say ‘I’ or ‘we’ about themselves.

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

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

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.