Content and cognitive load: how to craft your copy for the human brain
The human brain only has so much space to concentrate on different ideas – and if you ask it to do too much, it'll probably stop paying attention altogether. So, how do you stop readers tuning out from your content? John explores cognitive load theory, and how you can use it to create brain-friendly copy...
11 Useful Writing Tips, from World-Famous Writers
With so much contradictory writing advice out there, it's difficult to know what's worth listening to and what's just someone with a grudge against conjunctions throwing their weight around. John investigates whether any tips from famous writers are actually helpful...
We went to the Copywriting Conference. Here’s what we learned…
One day. 200 copywriters. A dozen speakers... and a MASSIVE GREAT SHEDLOAD of writing tips. Sit back, and we'll tell you everything we learned at this year's Copywriting Conference.
B2B copywriting… when should you use an ellipsis?
B2B tech copywriter Ben is coming to terms with an ellipsis addiction. But when is the right time to drop in this powerful, quirky pause?
Why bending the “rules” of grammar can improve your B2B copy
Some of the grammar “rules” we learned at school aren’t as definitive as they might seem. In fact, they could be holding your B2B marketing copy back.
10 sloppy habits that let your writing down (and how to avoid them)
Whether you're crafting marketing copy or dashing off an internal email, there’s no faster way to lose credibility than with sloppy writing. Here are ten habits to avoid.
When should you use the Oxford comma?
It’s the grammar pedant’s Marmite – but is there ever a genuine reason to use an Oxford comma? Ben explains all.
Should you use “that” or “which”?
Or can you use use thatever – sorry, whichever – you like in your sparkling B2B marketing copy? Kieran explains why this stuff is complicated, and offers a simple solution…