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
Making words work in B2B marketing: Insights from CopyCon 2020
Is advice on copywriting relevant for technical B2B companies? If you’re a B2B marketer, you’ll be used to working in a constantly changing
Text layout: How to boost the readability of scientific white papers
Beyond the words, images, and branding When you’re creating a B2B scientific white paper or report, it’s easy to think that it involves just three
Don’t waste your captions: How to emphasise key messages in technical documents
Catering for the skim-reader When writing a text-intensive business document – such as a white paper, case-study, report, or even a brochure – I spend