Being clear and consistent with references Citing your sources is a good way of getting the reader to trust what you’re saying. But finding the
Citing your sources: The importance of references in B2B marketing literature
The need for trust in scientific writing In academic publications, it’s established practice to include references to your sources when reviewing
The role of the paragraph in clarifying complex scientific writing
Keeping track of an argument How often do you find yourself reading a piece of in-depth science-focused writing, only to lose track of the argument
How to plan and write a compelling customer story
The customer’s voice Customer stories go by various names – case-studies, testimonials, success stories, or customer references. But whatever you like
Best practice for writing and formatting bulleted lists
Take your time over bulleted lists When presenting a set of related ideas, categories, features or benefits, the bulleted list is a winner on several
What can behavioural science tell us about how to write B2B marketing copy?
Scientists are people too! Scientists are all logical people, right? When deciding what equipment to purchase or which service to use we read and
The top ten product clichés to avoid in 2022
Cut back on business jargon Whatever field of business you’re in, every now and again it’s worth re-assessing the words you’re using to describe your
Complex B2B products: A more flexible approach to writing about features, advantages and benefits
What are features, advantages and benefits? Structuring a sales message using features, advantages and benefits is a tried-and-tested approach to
Breaking free from the ‘academic’ writing mindset: A guide for the scientist-turned-copywriter
The paradox of science writing As a copywriter, I get to look at quite a bit of science-focused B2B copywriting. Some of it is effective at conveying