by Chris West | 16th Mar 2023 | Copywriter training
3 things to avoid and 3 things to do, so you (and your CEO) avoid greenwashing language. When you’re doing good things, it’s easy to think you can just write about them and the world will appreciate what you’re doing. But people are more...
by Chris West | 09th Mar 2023 | Copywriter training
What is Tone of Voice – an overview. Introduction: Please note, this text was generated by an ai platform given the prompt ‘Tone of voice – an overview’ and I’m testing out its effect compared to other posts. If it wins, I’m...
by Chris West | 28th Feb 2023 | Copywriter training
Imagine you’re being tasked with writing copy for a better customer experience. Perhaps the churn rate’s gone up recently. It’s easy to jump in and start tweaking a few things. Or maybe you think it’s time you got some copywriter training...
by Chris West | 22nd Feb 2023 | Copywriter training
You can use behavioural economics for copy. Will they help? Yes. Better than ‘real creativity’? Here’s what Chris West recently posted: Behavioural economics tricks are good to know. But their effects are trivial and short lived, compared to real...
by Chris West | 21st Dec 2022 | Copywriter training
Truth is, you can’t change everything about your brand’s tone of voice. Not all in one go, anyway. The big problem we see in tone of voice in tech is that there’s too much, erm, tech. Most of your clients aren’t as knowledgeable as your CPO. So...
by Chris West | 31st Oct 2022 | Copywriter training
What are Communities of Practice? And how can you use them to help your copywriters? Back in 1991, two cognitive anthropologists, Jean Lave and Etienne Wegner, discovered something remarkable. Street gangs don’t use agenda. But still they seem to thrive through...
