Our blog

Writers can be a funny bunch... Many dream of being appreciated for their bons mots and insights, imagining that their ability to construct an argument or inspire an emotional reaction elevates them above the hoi polloi. Some writers fall in love with their clever...

Of course your product or service is the best there is... But ramping up the language to match your opinion of it won’t necessarily convince your target audience. Samsung might claim its Galaxy S4 smartphone is “one of the most amazing products to hit the market since...

I heard an interesting story the other day... Sir Isaac Newton (that’s not him in the picture, by the way), after the publication of his Mathematical Principles of Natural Philosophy in 1687, was asked why he had written such an impenetrable book in dense, scholarly...

If you try to write for everyone, you’re likely to be wasting your time. Try shouting through a megaphone in the centre of town, you’ll probably get more ‘hits’. We’re surrounded by messages and we attune ourselves to them, zoning out what isn’t relevant – and bland,...

The chain on my bike broke this morning, so I took it to my nearest cycling emporium... In the window they had a beat-up looking bike with scuffed paintwork, a flat tyre, a frayed saddle, and a price tag – £100. It made me think. It made me think, ‘Hmm, must be an...