Podcast 86: stakeholders and storytelling
Award-winning marketer Mwamba Kasanda shares how much work it takes to get stakeholders to buy your big idea – and the importance of having a strong story.
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...
What’s the big idea?
Four ways to find and own your unique story in the crowded world of B2B tech.Podcast 66: is it ever OK to use comedy in B2B copy – and if so, how do you do it well?
Humour is an ultra-subjective thing, so you might think it’s best to avoid comedy in B2B copywriting. But is that really true – and if not, how do you go about getting it right?
How to tell a compelling brand story in a world full of heroes
An online world, where everyone’s a hero, gives Steve an interesting new perspective on how skilled copywriting can help brands in a crowded market stand out...