Copywriting technique

Catherine Jones spells out why exaggeration, puffery and empty business jargon make for truly terrible copy

Ben McKinney’s guide to writing a stunning homepage

The Marketing Pod shares its rules for creating brilliant digital content

Lucas North’s simple writing process for when fear of the blank page strikes

Tessa Parry-Wingfield’s guide to stopping endless rounds of amends from squeezing the magic out of your copy

Lucas North on why less is often more when it comes to writing copy

Matthew James’ suggestion for talking about the benefits of what you’re selling in a way that means something to your clients

Laura Kennedy explains why your tone of voice isn’t a cure for all your content ills

Anthony Kingsley’s guide to writing the kind of emails that get positive responses

What’s the best point of view to write your copy from? Anna Metcalfe knows what she prefers

Leigh James’ explains why, when it comes to copywriting, you can never ask too many questions

Tom Davies draws on 60s mod scene movie, Quadrophenia, for pointers about tone of voice

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