Let’s get to the point. No one’s really listening. And not many people are reading, come to that. In fact, if you’re writing as a brand, you should start from the assumption that no one really cares. Our new normal is swiping, streaming, sharing. And we’re all in the...

When Twitter first launched in 2007, it averaged around 5,000 tweets a day. Today, that figure stands at 500 million, and we share 3.2 billion images - again, daily. The sheer volume of content has reached epic proportions. Which means that only thoughtful,...

Paragraphs are a highly underrated writer’s tool. I like this description from Henry Watson Fowler, an English schoolmaster and lexicographer who wrote beautifully on the English language. “The purpose of paragraphing is to give the reader a rest. The writer is saying...

Steve Jobs: master storyteller You may feel that storytelling has no place in the corporate world. But stories make people feel. And by making people feel, you make people do. Stories are also a clever bridging tool - for people to cross from their current attitude...

“I didn’t have time to write a short letter, so I wrote a long one instead.” Mark Twain   When I first began working as a copy writer, I’d be at pains to justify why a 75-word piece of web copy could take just as long as a 20-slide presentation. Because the truth...

“If you’re not a human who says ‘indeed’ or ‘moreover’ or who calls someone an individual…please don’t write it.” William Zinsser. Something happens to most people when they start writing work-related copy: they create a whole new personality for themselves. Have you...