4 (completely non-icky) ways to use nudge theory to make your copywriting more persuasive.

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.

Direct messages are overlooked by a lot of businesses. After all, aren’t we moving away from one-to-one sales? Won’t that be far too time-consuming to be effective? Shouldn't we focus on the one-to-many model?

I don’t know about you, but when it comes to using the skills and expertise people gladly pay me for (thank you!) on my own business, I find myself curled up under my desk in a ball of agony, despair and biscuit wrappers.

Some thoughts on content planning in a crisis. We’re on day 11 of lockdown. Experts are yelling at us from all corners to ‘Pivot! Adapt! Thrive!” On a scale of ‘half a pint of Ben and Jerry’s’ to ‘second bottle of Malbec’, how are you coping?

"How big is your email list?" For anyone who does business online, you may as well ask for their bank balance. Everyone wants a big list. Because a bigger list means more clients and customers, right?

Should you offer a money-back guarantee on your website? One of my copywriting clients was considering whether to offer their chiropractic clients a money-back guarantee if their symptoms hadn't been fixed within a set timeframe. A bold move, but is it a good idea?

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.