Advertising · Behavioural science · Copywriting · Storytelling · Tone of voice

I enjoyed this advert by Fractal

Just a quick post.

This Fractal advert on the back page of this week’s The Economist caught my attention. It has a lot going for it:

  • A catchy heading
  • An engaging story
  • An inclusive tone of voice
  • Evidence of results and benefits for the reader
  • An intriguing ending
  • It talks to its target audience using “you”.

It’s always nice to see a reminder of what good looks like in advertising. If you’re advertising something soon, is there anything you can learn from it?

Branding · Copywriting · Language · Storytelling

I feature in this fabulous book on business writing

Very grateful to have a cameo appearance in this Dark Angels book on business writing, “Changing lives with words”.

I feature alongside some true greats from the corporate writing world. People who’ve written creatively for some of the biggest brands and who’ll continue to shape the marketing industry.

I’m only four chapters in, but so far I’ve found it a very inspiring read, full of anecdotes and exercises to try.

It’s a must for anyone involved in writing, branding, marketing or communications. Or even if you’re intrigued about the things us writers get up to.

Here’s a bit more about the book, and how you can buy it.