March 16, 2015 § Leave a comment
Been doin’ some long writing for Yell recently. It’s a fantastic outlet for the things that simmer in the back of my head 24/7.
Business buzzwords to banish from your website copy
Oooooh, this was therapeutic. I’ve battled for years against banal copywriting: the ‘comprehensive range of solutions’ of this world. We’ve seen it all before, we weren’t convinced then – what else you got?
How to find your tone of voice
An ode to tone. I love talking about this, which you could probably guess form the length of the thing. It’s a subject of many layers and tunnels. And it’s so completely personal that it’s hard to say what’s right and what’s wrong. A wonderful topic, in other words.
January 19, 2015 § Leave a comment
This week’s Knowledge Centre post is about using classic storytelling archetypes to write about your business.
There’s the Rags to Riches plot, Overcoming the Monster, The Quest…all good storylines to follow, even for the most supposedly boring of B2Bs.
January 12, 2015 § Leave a comment
Did another one. This post is about how amazing data is for writing amazing content. Numbers, blah. BUT: the only way to write content that is just oh so perfect for your target audience is to look at the numbers.
Before, to tell you what they liked in the past. And after, to tell you if you got it right this time.
Go see >.