Bad Language: The Articulate Marketing Blog

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Writing tools

Readability analysis for writers and marketers

As writers, we're working for the reader. Not your boss and not yourself. This is why readability metrics can be helpful. They are a tool to both get ...

How to name things

What name should I use for my business?

Dear Uncle Matthew, I notice you trade under Articulate Marketing – and what a great name that is, by the way – rather than Matthew Stibbe. Just wonde...

Branding

Branding and copywriting

Companies lavish great sums on ads, branding and websites. But they give less thought to the everyday writing they create. I’m not talking about copyw...

Writing

How to define your tone of voice and use it for marketing

The words you use on your website, in your letters, on your products and in your documentation and marketing collateral literally define how people pe...

Writing

A guide to editing and proofreading

Start with general editing First you want to make sure you have the right content, in the right order with the right tone of voice.  There’s no point ...

Sales

How to get sales and marketing working together

It's true. Sales and marketing don’t get on. In fact, 87 percent of the terms sales and marketing use to describe each other are negative,  according ...

Writing

How to give better writing briefs

Good writing briefs are the launchpad for good marketing copy. You need to be clear about what you want, when you want it and how you want it. Contact...

Strategy

How to create useful and believable marketing personas

Far from being just another faddish marketing tool, marketing personas can make or break your inbound marketing. They can help you to produce  great c...

Strategy

How to build a compelling business case for inbound marketing

‘Inbound content marketing is the worst form of marketing,’ to misquote Churchill, ‘apart from all the others.’ Of course, we would say that because i...