Generative AI: the good, the bad, the useless
We’re getting a lot of questions about AI. What does it do well? Which platform writes best? How can it save me time? Can it come up with...
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Chris Silberston
5 min read
AI copywriting
We’re all hearing about generative AI. We’re told that job seekers are using it to write cover letters. Students are using it to write...
Kathryn Hudson-Cook
5 min read
6 of the biggest mistakes we make with CTAs (and 1 powerful solution)
The closing statement in your blog post. A line in your sales email. Or a button on your landing page. A call to action (CTA) is an...
Chris Silberston
7 min read
Grammar: what, why, how, and a bit of when
Ah, grammar. Everyone’s favourite topic to discuss when you reveal you’re a writer. To some, it’s a confusing world of rules they don’t...
Chris Silberston
5 min read
What does it take to write a piece of copy?
To get the best possible content, you need to know what to expect from your copywriter. It helps to understand what’s possible, where...
Chris Silberston
6 min read
Executive summaries: 5 tips for success
As a rule, the first bit of any copywriting is the most important. The longer your text is, the more essential it is that you give people...
Chris Silberston
4 min read
The dark art of B2B email writing
Picture a busy executive sitting at their desk. The Teams channel is pinging. That report from last week still isn’t finished. There’s...
Hayley Cherrett
5 min read
The value of interviews. Why it's important to talk to people.
While many believe writers are hermits, preferring to work in solitary confinement, we’re actually quite sociable beings. We love to talk...
Chris Silberston
4 min read
How to demonstrate impact in writing
Sustainability and social justice are still at the forefront of many people’s minds these days. Organisations across the world are trying...
Hayley Cherrett
8 min read
Jargon: where did it come from and how do we fix it?
You’ve written your latest webpage, sales email or perhaps a report. Your coworkers are impressed. Your boss loves it. But it flops. Your...
Chris Silberston
6 min read
5 steps to build trust through language
Other than having a good product or service, there’s probably nothing more important to your business than earning the trust of your...
Chris Silberston
5 min read
Empathy. The most persuasive communication tool?
In the Western world, New Zealand has done a great job at making the rest of us look bad in recent months. Other countries, like Vietnam,...
Hayley Cherrett
4 min read
Online training: the good, the bad and the yawnsome.
Apologies, I was delayed writing this post on account of my online Flugelhorn workshop. Learning online has gone through the roof. Google...
Katherine Lewis
4 min read
How do you fix B2B marketing that misses the mark ?
The short answer: remember you're talking to people. There’s a lot of talk about the march of the robots. AI and machine learning making...
Chris Silberston
7 min read
Communicating in a crisis
These are unprecedented times for any business. There’s no rulebook about how to communicate when you’re cancelling events or closing...
Hayley Cherrett
6 min read
The nature of nurture. Emails that turn prospects into customers and browsers into bookings.
“I need another email!” The New Business director is screaming down the phone. The company sales pipeline has all the flow of a London...
Hayley Cherrett
5 min read
How not to let your email die in the first centimetre.
‘Oooh, an email from a random brand, how exciting. Can’t wait to open it!’ When was the last time you thought like that? 2001? If ever....
Hayley Cherrett
5 min read
How to make sure your case studies have happy endings.
Let me tell you a story about a business in a land not so far away. They had a dazzling website that attracted customers from miles...
Chris Silberston
4 min read
7 tips that turn form-filling into persuasive masterpieces.
Some opportunities aren’t obviously what you’d think of as copywriting. But, whether you’re writing a funding bid, a tender return, a...
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