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
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
Capitalisation in B2B science writing: When to use title case, sentence case and all-caps
Why bother about capitalisation? How to use capital letters in the titles of your marketing literature might seem a geeky topic that’s not worth
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
Science copywriting for a global audience
Writing for global audiences The other day, a new contact complimented me on the clarity of the text on my website. This meant a lot to me, not just
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
The Oxford comma: A reader-first approach
Use it, omit it… or think about it? Back when I was a technical editor at the Royal Society of Chemistry, we used to joke that because our offices