The worldwide protests against racial injustice have become a catalyst for many white people like me to sit up and ask themselves, what’s my role in this story? What can I do in my own little part of the world to make things better? As people who write copy, we’ve got an added responsibility – or opportunity – to think about the stories we tell, and how we tell them. Our words matter.

How to write great health copy without bamboozling your readers. When you're an expert in something, it's easy to forget what beginner status feels like. Here are 5 principles for welcoming people in the digital door (and ultimately on their way to better health).

A guide to figuring out WTF to say to sell your services and programmes with ease. This post was inspired by my appearance as a guest host on the Creative Hold podcast. Here, I share my process for researching and creating brand messages that tell you exactly what to say to sell your services.

Let’s talk about how to write copy in your own voice. When you’re trying to be something you’re not, the words don’t flow, you struggle to convey what you really want to say, and worst of all, when people meet you IRL, you sound nothing like you do on the page. And if there’s one thing we can learn from the Theranos debacle, it’s that no one likes to feel duped.

What do a couple of burly bouncers singing nursery rhymes, an empty bucket of fried chicken, and an outdoor retailer opting out of Black Friday have in common? They’re all examples of brands taking risks with advertising copy by side-stepping convention and prodding the socially comfortable boundaries of language, voice and theme.