Notes on the craft.
Brand Voice Is a Branding Job, Not a Writing Job
Brand voice is a branding job. If your website, brochure and ads sound like three different companies, nobody ever decided what the brand sounds like.
The Questions to Ask Before You Hire a Copywriter
The questions to ask before you hire a copywriter. Every portfolio looks good; the real differences show up in the questions most buyers never ask.
The Words on Your Pack Work Harder Than Your Ads
Packaging copy is read at arm's length, in seconds, at the exact moment of decision, and it is usually the last thing anyone briefs. That is backwards.
How to Tell If Your Copy Is Working
Most brands judge their copy by feel, or by committee. There are better tests, most of them free, and none of them require an analytics dashboard to run.
What Print Advertising Taught Me That Digital Forgot
I learnt copywriting in print advertising, when space cost money and nobody could scroll. Those habits make digital copy sharper, and most are being unlearnt.
How Agencies Work with a Freelance Senior Copywriter
How agencies work with a freelance senior copywriter: overflow weeks, pitch crunches and briefs that need grey hair, and what makes the arrangement work.
What Makes a 30-Second TVC Script Work
A television commercial is not copy read aloud. It is a film on paper, and thirty seconds is less time than it sounds. Here is how a script earns its airtime.
Why Brands Still Need a Human Copywriter in an AI World
Why brands still need a human copywriter: AI copywriting is average by design, and a senior writer gives your brand a distinct voice readers trust.
3D Product Renders for E-Commerce: Faster Listings, Better Images
3D product renders for e-commerce: how rendering gives Amazon and Flipkart listings the seven to nine images they need, faster and before a sample exists.
3D Rendering for Packaging Design: See Your Product Before It Exists
3D rendering for packaging design lets an MSME see its pack on the shelf, in hand and beside competitors, long before anything is printed or manufactured.