Reference style: The best reference format for commercial articles
Published 10 November 2023
Deciding on the format for reference information can a puzzle. Here’s a set of rules for B2B content writers that are easy to apply and understand.
Citing your sources: The importance of references in B2B marketing literature
Published 10 November 2023
Literature references are very useful to establish trust with the reader. But how should you select them, and what are the options for adding them to your text?
The role of the paragraph in clarifying complex scientific writing
Updated 3 May 2023
Making sure your paragraphs are structured well is crucial to making complex arguments easy to understand. In this post, I take a look at how to get it right.
How to plan and write a compelling customer story
Updated 5 February 2023
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.
Best practice for writing and formatting bulleted lists
Updated 20 November 2022
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.
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.
How to save time by using keyboard shortcuts for scientific symbols
Updated 30 April 2021
If you're bored of scrolling through the Symbol palette, then let me show you a useful trick that saves time.
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.