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Author: Dan Brotzel

Dan Brotzel

Five tips for writing cliché-free travel copy

How to address that classic content challenge familiar to every travel brand...

Writing fresh, interesting copy about the same old places.


Six simple ways to fit storytelling into your content

Worried that your marketing content doesn’t follow the Quest structure?

Not sure who your mythic hero is or where you put your narrative crucible? Start simple with these handy storytelling tips…

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Easy does it: six ways content can reduce effort for your online users

The perception of ease, of low effort, is a powerful nudge to engagement and even conversion.


Eight surprisingly interesting examples of finance content

Finance brands perhaps have more of a challenge when creating content but, with a little imagination, this can be overcome. 

Here are eight interesting examples of finance content, and what we can learn from them...

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Three classical rhetorical devices to optimise your digital copy

How to make your content persuasive, Cicero-style…     


Nine surprisingly lengthy tips for cutting and editing your copy

‘I’m sorry for writing such a long letter: I didn’t have time to write a short one,’ Blaise Pascal once said. Well, quite. 

Probably the most common copywriting issue that people want to address on our courses is how to cut copy.

‘We have so much we want to say but our content’s way too long and clunky already.’

‘How we can say what we need to say in half as many words?’


Six demons of creative blockage and how to exorcise them

Or, how to equip yourself with your very own content 'round tuit'... 

Rather like other people’s dreams and holiday snaps, there’s something inherently yawn-inducing about other people’s novel-writing plans. So I won’t bore you with mine, which I have been going on about to friends for over 20 years now.


Five more examples of interesting content from ‘boring’ businesses

The response to my previous six examples of interesting content from ‘boring’ businesses suggested that we’d touched on a real challenge for many businesses, especially those in niche markets and in B2B.

So here are some more examples of apparently unsexy businesses that have come up with interesting ideas and executions to turn the story of what they do into content that users can get engaged by…


What's your unfair content advantage?

Every business, if you look hard enough, has an unfair advantage. The trick is to find yours and work it for all its worth.

Here are six ways that businesses can make the most of what they've got...


35 heart-warming quotations for content marketers and strategists

‘Tis the season for some inspirational and consoling nuggets of wisdom.

I've rounded up 35 quotes from the great and the good that will hopefully give you food for thought in your content marketing efforts... Happy holidays! 


Is it all over for content?: 11 talking points

Is it all over for content? Are we all about to drown in cr*p? Are we all in Content Shock? Is the anti-content backlash finally here?

Here are 11 perspectives on the great content deluge debate...


Nine writing ‘rules’ you can safely ignore

The idea that our language is going to the dogs is a pedant’s meme that goes back at least as far as Seneca.

Perhaps you had a teacher (or a boss or an editor) with a prescriptivist bent, someone who holds certain principles of language use to be immutable laws, such as ‘Never start a sentence with And or But’ or ‘Always use a comma after “which”’.

We all have a few of these peeves rattling around our heads, but it is the mark of the true prescriptivist to turn them into in an ideology.