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Brand copywriting and storytelling resources

Make the most of our handy checklists and guides to learn about or improve your thought leadership, brand stories, brand language or copywriting.
Devise distinctive ideas

Thought leadership: 10 ways to brainstorm original ideas

To be a worthwhile thought leader, you need to have and share some leading thoughts. Anyone can ask AI or mash together other people’s insights they found online.

But you have more to say than you might think! Use this guide to explore 10 paths to generating original thought leadership ideas.

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Sharpen your writing

Business writing: your before and after checklists

By taking a few minutes to plan your work and a few more afterwards to give it the onceover, you can really improve the quality of your writing at work.

Use our structured checklists to get organised and edit yourself.

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Case study template

Tell your B2B customer story better

Want to share some customer or client success stories to showcase the value of your product or service? Make sure the effort you put into producing case studies actually pays off, with our handy case study planning template.

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The Story blog

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Child in yellow jumper with messy wardrobe, holding red toy; cluttered bedroom scene.

Why you should overshoot your word count.

Overwrite your first draft. As a newspaper columnist (approx a million years ago), I had to file 1,000 words on a trending topic every Friday morning.
Train accident at French station, engine hanging out of building, late 19th century.

Shit happens. What to say when it does.

You'll find another copywriting tip here the day after tomorrow. But I won't be posting tomorrow — I’m sorry.
Dog at a table with The future starts today sign in background.

Stay present – it’s the tense that makes sense.

Painting a picture of a brighter future can be a handy persuasive writing approach. Even doing that, however, write in the present tense as much as you can.
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