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Mind your language
Blog posts
{ Thoughts, tips and tidbits from the world of brand copywriting. }
How to write shorter sentences (that make your copy clearer)
Long sentences make your writing harder to read. If you string too many together in a row your poor reader will just give up. Here are some quick tips to write shorter sentences.
How to use words to stop the scroll
Find out how to stop the scroll with a bit of clever word choice.
How to make your About page more *you*
Learn from a fellow small business how to write an About page that pops with personality and fizzes with fun.
Confronting your customerβs pain points: whatβs the best approach?
We talk a lot about customer pain points in marketing. But should we be amping them up or downplaying them, making them seem more manageable? Letβs explore with real-life examples.
Structure your work with this step-by-step guide
Thereβs one thing that instantly turns an okay-ish piece of writing into one that hits the nail on the head. Structure. Follow my five simple steps to take your content from tangled to coherent.
When to break copywriting rules
I wonβt lie, I hated this brandβs copy when I first saw it. What the hell are βflattering style solutionsβ?
How analysing your competitors can make your copy better
As a brand or business, thereβs so much to learn from your competition. Find out how to do competitor analysis and what to do with what you learn.
A writerβs tip to bring your offer to life
Did I tell you about the time I nearly puked up my porridge opening an email from Ryanair?
And no, it wasnβt about their tiny seats, miserly baggage policy or booking process that makes you feel like youβre competing on Gladiators.
Find out why I found their email so nauseating and how to make sure you avoid turning your customersβ stomachs while selling your stuff.
How to address pain points in your copywriting
Understanding the problem you solve for your customer and addressing those pain points will make your copywriting stronger. Hereβs how.
What are the five steps to developing your tone of voice?
If youβve ever wondered what goes down in a tone of voice project, this blog post is for you. Discover the five stages of a tone of voice project and how they contribute to a strong result.
How to stand for something in your copy
To find your ideal customers, you need to stand out. One great way to stand out is to stand for something. Check out my tips for voicing your opinion in your copy, with a handy real life example.
What is storytelling and how can it make my copy better?
Storytelling is one of those marketing buzzwords you hear all the time. Find out what it actually means and how you can use it to make your copy better.
Finding your voice: How to take a stand and stand out
Finding your voice means having the confidence to express opinions, even if they go against the grain. Inspired by an olive oil ad, learn to stand out by taking a stand.
How to write an iconic opening line to your email, blog or social post
Opening lines are essential to getting your readers to read your stuff. And where better to pick up ideas for brilliant hooks than our favourite novels? Steal their tricks and make your hooks irresistible.
The biggest mistakes I see in B2B tone of voice
Discover the most common mistakes I see in B2B tone of voice and how you can fix them. Including real-life copy examples from real-life brands with my suggested edits.
A mini masterclass in brand naming
Learn how to name your new product, service, course or programme something original, memorable and catchy by learning from one of the greats: Bluetooth.
What you should find in your tone of voice guide
Maybe you already have a set of tone of voice guidelines for your business, or perhaps youβre looking to develop your first and youβre wondering what they should contain. This breakdown of tone of voice guidelines will help.
Should your team influence your tone of voice
If youβre about to embark on a tone of voice development project, you might be wondering how involved your team should be. Get help with your decision here.
How to bring your brand voice to your copy every day
Find out how to make the copy you write day in day out feel on-brand while still keeping it human.
5 questions thatβll make your copy more effective
Make your copy more effective by asking these six simple questions of your biggest fans.
Iβm Sally, the desk plant killer behind Lumen & Fox π
I do brand voice and copywriting for big-hearted businesses.
That means finding the words that bring your bright ideas to life. The words that let you make your mark. Whether itβs copy for your website or powerful messaging to use across every platform, pitch and proposal. I use a fun, creative and uplifting approach to figure out what you want to say and, most importantly, how you want to say it.
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