We spend a lot of time finding the right words—the ones that will differentiate us from our competitors and compel the right people to covet and click. And yet even though we’ve assembled the perfect words customers can still sense a disconnect. It isn’t our words in isolation, but the intention behind them and the…

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When we have a message to communicate, we obsess over finding the right words. Which copy will convert better? How can we construct the perfect offer that draws people in? What we lose in our attempt to optimise the words is the ability to create a deeper more lasting connection with the reader, user or…

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How often have you read website or marketing copy that uses words we’d rarely use in conversation? The real estate agent’s copy describing homes as abodes or residences. The jargon in the consultant’s brochure. The officious tone of the notices in the dentist’s waiting room. We’re often left wondering if the purpose of the language…

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When we market our products to customers we often use a persuasive tone designed to convince. We describe by leading with features and benefits. We try hard to give customers reasons to choose, forgetting that most purchasing decisions are not rational, but emotional. In short we forget why people buy. Three things your product story…

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