With markets becoming more competitive, and marketing gurus telling us that acquiring a new customer can cost five times more than retaining an existing one – there’s never been a more important time to protect and strengthen your brand.

The American comedian Bill Hicks always hated marketers. In fact, he once said, “If you’re in marketing, do me a favour: go kill yourself.” That’s a pretty strong statement, but many company executives are beginning to think something similar. As budgets begin to squeeze they’re asking marketing dep...

Through close work with a client base that ranges from fashion to pharma and consumer goods to high-level B2B, our team of copywriters has learned some important lessons about creating the best client-writer relationships.

Through close work with a client base that ranges from fashion to pharma and consumer goods to high-level B2B, our team of copywriters has learned some important lessons about creating the best client-writer relationships.

Giving in to the urge to tweak professional copywriters' text can lead to unfortunate bloopers - and destroy the clarity and flair of your carefully-crafted messages. Read on to find out why it happens and how you can avoid it.

Whether it’s an earthquake at an overseas factory or a local scandal about a top executive, a crisis is an emergency event that requires a quick response. To minimize uncertainty and stress – and threats to your organization’s reputation – make sure you have a crisis communications plan in place bef...

Apple's newest laptop – the MacBook Air – is nothing short of stunning. And the name is a perfect fit. Air conveys everything you want in portable computing: lightweight, invisible, as effortless as breathing. But when I heard about it, the first thing I thought of was another product with the same ...

Today, climate change and global warming are hot topics. The news media and even the traditionally conservative-minded Hollywood have seized on the global warming issue, with documentary films such as “An Inconvenient Truth” featuring Al Gore (Paramount), and “The 11th Hour” (Warner) helping climate...

Vigor has many meanings: strength, energy and force; enthusiasm and intensity; the capacity for natural growth and survival. In your writing, it’s that final, essential, elusive element that brings your words to life.

No matter what you’ve written before or how many times you’ve written it, every situation has unique elements. You may be facing a new purpose, a new audience, a new medium – or possibly all three.

You've mastered clarity, simplicity and economy – the first three topics in our series of articles on good writing style. Now it's time to have some fun by adding variety to your writing. There's no better way to keep your readers interested.

Writing economically goes hand in hand with writing clearly and simply, the first two topics in our series of six articles on good writing style. But writing with economy is also about being kind to your readers – saving them time and effort through benefit-oriented, well-structured text.

Getting your writing into great shape means mastering these six essential elements: clarity, simplicity, economy, variety, vigor and suitability. This month, we're focusing on simplicity, meaning "absence of showiness, affectation or pretense". In other words, write only what you need to.

Is your writing all it could be? Every skill needs a little shaping up now and then, and that goes for writing style as well. Put your writing through our boot camp for good style and see serious results.

A quick look through a number of dictionaries and you'll discover that Trendspotter is not actually an official word – but it suits WordSpin's purpose perfectly. English continually adopts new words and the language is perpetually evolving. So even if the word you need doesn't exist, it should be po...