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What is good copy?

What makes good copy in terms of effective content is not the same as what would constitute well-written prose.
Good copy, just like ‘good’ anything else, is copy that achieves its purpose. Commercially, there really is no better measure than that, and I have seen plenty of examples of ‘tec……

Blog your way to the top

Why writing a blog is good for your profile and a few tips to get you started
The often quoted ‘fake it until you make it’ is an interesting concept. It describes the way that people manage to bluff their way through, selling themselves as experts in their ……

​Why do stories matter in business?

Unlocking the secret to writing a good business story... Its all in the magic of the connection
It was the French movie director, Jean-Luc Godard, who said, “Sometimes reality is too complex. Stories give it form.” If this is true of complexity, I think that the same ‘proble……