Authenticity is about keeping it real. From a brand perspective we expect our favourite brands to practice what they preach. We expect them to stand for something and be true to that purpose. Disney, Lego, Johnson & Johnson and Greenpeace are examples of brands with a purpose.


A rich article by Kevan Lee with 27 formulas to apply to your copywriting projects. Great for content creation, long and short form.


For help with copywriting projects click here.



The world’s love of blue has remained strong since the Middle Ages. Both men and women like it. It’s a symbol of trust, loyalty, and dependability.


I started thinking about the elasticity of content after I came across some findings in the October 2014 Taking the Pulse report by the Australasian Legal Practice Management Association (ALPMA). This report is a benchmark of business development and marketing activity in Australasian law firms. 


Do you use language like this - I'm going to do this with them and then we'll go there?

Stop it now!


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