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Have you read the book Who Moved my Cheese? Four characters live in a maze. They become used to finding cheese in the same corner every time… but one day, it isn’t there. The two humans keep going back to Read more…

I don’t know about you, but this is the pattern I’ve seen in recent months: March: People went into shock because we haven’t faced a global pandemic like this in our lifetime. We copywriters were kept busy dealing with lots Read more…

I used to work at Freemans home shopping. I started as a catalogue copywriter writing product descriptions, and ended up as a senior manager with a team of copywriters and graphic designers reporting to me. I also worked in the Read more…

The tone of voice that’s suitable for marketing has shifted. As with all copywriting, you have to be sensitive to the reader. You need to recognise where they are at. “Meet them at their bus-stop” is the phrase used by Read more…

How have you been feeling when marketing messages ping into your inbox? I’ve unsubscribed from more than a few. I’ve also unfollowed more people on social media than ever before. If I see a name in my inbox or on Read more…

As you probably know from your own experience, 90% of web interactions start with search*. Apart from e-commerce, people search the Internet for two reasons: information and entertainment. No-one goes to the Internet looking to be sold to. They are Read more…