From the 80s advice designed for copywriting and advertising, but which adapt to any type of writing.   Writing tips from famous writers have always been in vogue as useful content for aspiring writers and beyond. If at first I appreciated them, then I was a little wary of them, because,...

  For financial advisors, for banks, for B2B service platforms, for insurance companies… Many texts to unravel have passed and continue to pass on our desks. Each time the work is: understand what we are talking about to find the crux of the matter, operate the sophisticated art of language sim...

  This is the first of a series of posts I will publish on naming.     Many think that to find a super, ultra, hyper, beautiful name you need inventiveness. True, very true, without creativity you don't go anywhere, but it is also important to give yourself and give yourself rules to ...

  Emails are the main source of communication at work. We exchange emails with colleagues, executives, customers and consumers on a daily basis, but sometimes the recipients fail to understand the messages received or, even worse, the exchanges last for endless days, stealing a significant amou...

    As we have already seen in a previous article, the naming activity (literally, "name, give a name") is one of the fundamental steps that anyone who is planning their own brand has to face. The name is not just a word, but represents the identity of the brand, and is – together with the...

  You always learn something from your mistakes. From mistakes in writing you learn to write better and methodically. You learn to write by writing. Writing itself is the best writing gym, the greatest teacher, obviously combined with a healthy and honest self-criticism. I thought back to when ...

      Do you remember when was the last time you reviewed the texts of your About Me page? Often, after putting your website online, you forget everything you prepared at the beginning of your business: your home page, the information on your about me page, your services pages. As you...

      Talking about storytelling applied to business communication is never easy. Humankind is divided into two categories: on the one hand, those who put a sprinkle of storytelling everywhere (and, often, inappropriately, in a way that is out of place); on the other, those who consid...

      Before people learned to write, they told each other stories. Telling a story is like painting a picture with words. Stories connect, inspire, guide, create change and heal. Storytelling has enabled people to make sense of the world and draw deeper meaning from their lives since...

      One of the things I am asked most often is how to create an interesting editorial plan . Let's start from an assumption: you are an interesting person , what you have to say is interesting and what you do every day is also interesting . I know: it doesn't seem like that to you a...

      The work of reduction must also be carried out on the texts, to say what is needed and only that. By subtracting the obvious we add meaning. The more concise the message, the more important the words it contains will be. (Yvonne Bindi, Language Design ) Writing to communicate is...

      Writing for your business can be difficult and above all it can give you little satisfaction if you don't know the right techniques for structuring a text . Because let's face it: if what you write doesn't give you satisfaction… what's the point? If what you create doesn't reall...

      How many times have you read a text online (but also on paper) and defined it as " flat "? How many times have you yawned or realized you weren't remembering anything you read? I think it has happened to everyone sooner or later, because too often we are faced with static texts ...

      I have been following Mario García for years, one of the most famous newspaper designers in the world, who among other things best personifies the American dream: a Cuban refugee boy arrived in Florida, without knowing a word of English, he became a journalist and then a visual ...

      To dupe you and keep you reading, I could start this post on the contact page of a website by telling you that this is one of the most visited pages of a website and that you can't forget about it. I could. The truth – and here I apologize to the gurus and marketing gurus who pu...

    What are the essential points to work in the world of professional writing? It's hard to make a complete list of rules, which is why it might be useful to have a copywriting checklist infographic at hand. It is no coincidence that, while writing this article, I have identified and mark...