Articles by Clare Dodd
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Why stories sell and feature lists don't
We've said it before and we're going to say it again: features don't sell, benefits do.
Understanding the dangers of short-termism in marketing
Most of us have likely heard of short-termism in terms of markets, investments and even as one of the causes of the recent economic crisis.
The secret to intoxicating content: personas
Buyer personas are all the rage right now in marketing - they're essential for boosting your website's lead generation. Toby has covered...
The secrets of artful communication: learning from the masters
Some people just seem to have a knack for it: Neil deGrasse Tyson, Tim Harford, my old gender and sexuality tutor Monica Pearl (trust me,...
How to manage information overload on big writing projects
Here at Articulate we deal with all sorts of sizes and shapes of copywriting projects. Some come with precise briefs and ideal...
Words we need in English
As a writer, I inevitably enjoy the specificity of language. I can still remember the etymological discovery that 'fabula' is the Latin...
Writing and design: a communicative combination
Can design communicate as much as content? And what does it mean to combine the two? Matthew and I met with a couple of editing experts,...
The ultimate brainstorming tool? Review of Scapple
Scapple. Sounds fun so that's a good start. This is a tool that is brought to you from Literature and Latte, the makers of Scrivener.
15 ways to improve your home page
Your home page has to communicate who you are, what you do and what you want visitors to do. It's easier to say than to do well.
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50 words that will improve your writing
Stephen King famously gave us three of the most useful words to improve your writing: 'kill your darlings.' You should treat words as...