Musings

Finding the right voice for a brand or business is what makes copy truly sing and connect with an audience. Voice - and its close cousin, tone - can be the spark or one thing an audience remembers long after they’ve left a website or...

Content strategy is the art and science of using text, images and video to create a business outcome. Content strategy blends copywriting, digital branding and user-centred design into one big melting pot to cook up a tasty user experience with a business result. In an age...

Making copy and content sing like a beautifully orchestrated choir is much easier if everyone sings from the same hymn book. That's where a style guide, or style manual, comes in. A style guide is the hymn book from which all contributors to a website or...

There's more data about content than we really need. Big data. Small data. Social data. Click data. But how do you measure the success of content? In an age of analytics, it's natural to obsess over numbers of followers and rates of growth and that mythical...

Stories are like drugs. Truly. There is empirical research to prove the human brain is glued to stories, due mostly to the release of the feelgood hormone oxytocin. So if the identity of a brand is the sum of the stories told about it, then it...

Persuasive copywriting the craft of convincing people to try or buy whatever it is that you have to sell. Brand storytelling is the art of elevating persuasive copywriting into a consistent series of stories that becomes a platform for a business or brand – something I...

Content strategy isn’t hard to define: it’s about creating content – whether that’s graphics, text, images or video – to serve a business or brand’s overall strategic purpose. A content strategy can be too detailed and cumbersome for most people to understand, so they resort to tactical...

The beauty of words - and the joy of copywriting - is how fluid and adaptable the English language really is. The downside is that words are powerful tools to give the wrong impression. I innocently asked my kids whether they thought my brand new shirt...

"OMIT NEEDLESS WORDS. Shorter is better," was the mantra I was taught by the crusty subeditors I worked with at newspapers. And I still swear by it everyday (even though I break other rules by starting my sentences with 'And'). Twitter is adding functionality to double...