Writing for generic customers is writing for nobody. Real people have dominant characteristics, personal preferences and a way of perceiving and engaging with the world. Applying an understanding of the Five Factor Model personality types can help a business to engage more effectively with their target audience through the various forms of communication they use to reach them.
A technical document might tell the customer what a product does, but a story can tell them how it will improve their life. The busy professional whose week is suddenly under control, a family finally enjoying a weekend away. Learn how you can share information, but employ storytelling to inspire, as well as inform.
Predicting the future with mathematics. Learning the world is a simulation. The themes found in science fiction exist in various forms within stories passed on across the centuries. This article looks at some of the stories exploring the future of our world and how we might live during the decades and centuries ahead.
The promise of the open web to individuals and businesses was that by creating good content and attracting traffic they could earn a living online. The rise of AI search is changing this, by harvesting content and keeping the traffic. However, fewer humans motivated to create could lead to less original content.
Most people would struggle to find a destination without satellite navigation, or recall a number stored on their mobile phone. We have become reliant on the technology we use, losing skills we needed in the past. Many fear that people using AI to think for them could reduce their ability to think for themselves.
From the preserve of scientists and engineers, or themes found in science fiction stories, artificial intelligence has taken centre stage across the world. In sectors ranging from education, business, arts, media and politics, to the environment, AI is portrayed in both utopian and dystopian terms. This article looks at the nature of the technology and its possible implications.
Traditionally software engineers used code when instructing computers to run processes and deliver an output. Widespread use of Large Language Models (LLMs) has enabled people to communicate with AI using language they use to communicate with each other. The quality of instructions influences the output, leading to the emergence of prompt engineering. This article looks at the writing of prompts and includes examples.
Search engines are sending fewer people to many websites. Increasingly, AI will answer questions without users needing to visit the webpages that contained the information. For any business that has spent years building organic traffic, this can have devastating consequences. Learning how to use schema markup might help a business keep traffic coming to their site.
Most small businesses use a mix of different content marketing material in their attempt to reach and engage with current and potential customers. From blog posts, to case studies and email newsletters, this article explores the building of a plan designed to use them together in a comprehensive strategy. It includes how to guides looking at different content types.
The same product, written different ways for different content types and within each, five distinct versions for five different personality types. A long read that looks at landing pages, newsletters, case studies, eBooks and white papers, this article explores copywriting the reader will feel was written for them.
