What can behavioural science tell us about how to write B2B marketing copy?
Published 9 June 2022
You might not think that behavioural studies are relevant to science-focused B2B audiences, but here are seven findings worth considering when writing your content.
The top ten product clichés to avoid in 2022
Published 7 January 2022
Do you leverage innovative technologies to provide best-in-class solutions for your end-users? If so, then it might be time for a New Year jargon clear-out.
Complex B2B products: A more flexible approach to writing about features, advantages and benefits
Published 23 September 2021
Are you struggling to apply FABs for feature-rich B2B products? Here’s a fresh approach that makes it much easier to tailor your copy to the target audience.
Breaking free from the ‘academic’ writing mindset: A guide for the scientist-turned-copywriter
Published 1 August 2021
If your sales copy reads like a journal article with a few extra adjectives, then you need a fresh perspective. Here are some ideas to set you on the right path.
Best practice for writing and formatting bulleted lists
Published 20 January 2021
Bulleted lists are an enduringly popular format, but are you writing and formatting them for maximum impact? Here are 12 thoughts on what makes a good bulleted list.
Capitalisation in B2B science writing: When to use title case, sentence case and all-caps
Published 20 November 2020
How should you use capitals in titles and headers? Here are some thoughts on how to avoid distracting the reader with your approach to capitalisation.
Making words work in B2B marketing: Insights from CopyCon 2020
Published 12 October 2020
What's the latest thinking on copywriting, and how can you apply it to B2B marketing? Read on to find out what I learnt at the 2020 Copywriting Conference.
How to plan and write a compelling customer story
Published 12 September 2020
Customer stories are great for sales, but doing them well requires careful planning. Follow these ten tips to streamline the writing process and ensure success.
Text layout: How to boost the readability of scientific white papers
Published 9 June 2020
Could the layout of your white paper be making the text difficult to read? Follow this advice on font styling and column formatting to help boost engagement.
Science copywriting for a global audience
Published 7 April 2020
How do you write about science so that it’s easily understood by readers whose first language isn’t English? Here are six tips that will help clarify your copy.
Don’t waste your captions: How to emphasise key messages in technical documents
Published 17 February 2020
How can you make sure your message gets across in a long document? Careful use of captions and other often-forgotten pieces of text can be a valuable approach.
The Oxford comma: A reader-first approach
Published 28 January 2020
Using the ‘Oxford comma’ is often described as a yes/no issue – but a more nuanced approach can keep your technical writing both clear and readable.