This is an extract from Strong Language, by Verbal Identity's founder, Chris West. It became an instant best-seller on brand tone of voice. This extract shows how to make an authentic tone of voice.  Buy a copy of the tone of voice book Strong Language: the fastest,...

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 retraining. Tone of voice is the way in...

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 creativity. There are...

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...