Discover why Paul Feldwick's The Anatomy of Humbug remains one of advertising's most thought-provoking books, and why its lessons still matter today.
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![The Anatomy of Humbug. One of the best books on advertising you’ve probably never read.]()
The Anatomy of Humbug. One of the best books on advertising you’ve probably never read.
One of the best books on advertising you've probably never read. Discover why Paul Feldwick's The Anatomy of Humbug still challenges how we think about marketing.
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![What Thomas Tuchel Can Teach You About Effective Copywriting]()
What Thomas Tuchel Can Teach You About Effective Copywriting
How Thomas Tuchel’s press conferences and post-match interviews reveal practical lessons in positioning, clarity, persuasion and moving people to act.
I explore what Thomas Tuchel can teach copywriters about effective copywriting, from sharper positioning to emotional persuasion and action.
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![The Direct Marketing Persuasion and Response Lessons Lost in Direct Mail’s Revival]()
The Direct Marketing Persuasion and Response Lessons Lost in Direct Mail’s Revival
Why direct mail’s comeback needs more than better data and print — it needs the persuasion, psychology and response lessons that made the channel work.
I explore the direct mail copywriting principles modern campaigns risk losing, from emotional benefits and proof to urgency, structure and stronger calls to action.
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![Persuasion and Response Copywriting Workshops for Internal Marketing Teams]()
Persuasion and Response Copywriting Workshops for Internal Marketing Teams
How I help internal marketing teams sharpen their judgement, improve AI-assisted copy and turn real briefs into more persuasive communications.
I run practical persuasion and response copywriting workshops that help marketing teams write clearer, more benefit-led and conversion-focused copy.
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![The AA tone of voice: keeping a trusted brand relevant and Always Ahead]()
The AA tone of voice: keeping a trusted brand relevant and Always Ahead
How I helped modernise a century-old brand voice without losing the trust, clarity and compliance The AA is known for.
I developed The AA’s Always Ahead brand tone of voice for B2B, B2C and regulated communications, then trained internal teams and agency partners to use it.
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![Very tone of voice: bringing the Sparkle brand positioning to life]()
Very tone of voice: bringing the Sparkle brand positioning to life
How I turned Sparkle from a brand idea into a practical voice that could flex from campaigns to sensitive customer communications.
I created Very’s retail brand tone of voice, writing principles, style guide and examples library to help teams write with clarity, consistency and Sparkle.
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![PokerStars tone of voice: one global brand across poker, casino and sports]()
PokerStars tone of voice: one global brand across poker, casino and sports
How I created a flexible global brand voice that felt authentic across three different gaming worlds and multiple languages.
I developed PokerStars’ global tone of voice for poker, casino and sportsbook communications, including regulated copywriting and transcreation into Italian and Portuguese.
