Optimising your writing for AI
Richard Hollins2026-03-22T21:49:46+00:00Eleven easy to follow principles for ensuring that AI models can easily understand and summarise your writing.
Business writing in a low-trust, post-truth world
Richard Hollins2018-10-24T16:36:35+01:00Our politicians have declared the fact extinct. You can say what you want, disparage the experts and claim to be an anti-establishment billionaire. It doesn’t matter. They know we’re living in a post-truth world. Politicians lie because in the short term, it’s effective. In the same way that fun [...]
How to write an annual report
Richard Hollins2018-10-24T16:44:09+01:00Many people come to this site looking for advice on how to write an annual report. This post is for you. We’ve assumed that you’re writing it for a UK public company but most of the principles here apply to any kind of organisation. You should have started weeks ago... [...]
Eight steps for writing a successful white paper | Copywriting tips
Richard Hollins2018-10-24T13:23:13+01:00A successful white paper needs careful planning if it’s to achieve your business goals. Here we outline eight key steps to pain-free white paper copywriting. Step 1: Identify your audience All good communication is tailored to its audience, so you need to know who you're writing for. This may [...]
Three reasons that pie charts suck | Financial copywriting tips
Richard Hollins2018-10-24T16:57:45+01:00Blog post: three compelling reasons why pie charts are never the best option for presenting your data.
Choose the right financial disclosures | Financial copywriting tips
Richard Hollins2018-10-24T16:57:19+01:00Blog post: be sure you know what you're doing when you choose your financial disclosures. You'll have to live with them for years to come.
How buyers buy – the lessons for companies and copywriters | Copywriting tips
Richard Hollins2018-10-24T13:46:31+01:00Blog post: the stages buyers go through when they're deciding what to buy and how copywriters can help clients - and themselves - to persuade customers to purchase.
Tautology – so good you said it twice | Copywriting tips
Richard Hollins2018-10-24T13:50:48+01:00Blog post: why tautology in business copywriting hurts your credibility and makes you look lazy, insecure or confused.
Inspirational copywriting: if you want to inspire, you need a great story
Richard Hollins2018-10-24T13:53:40+01:00Blog post: inspirational copywriting isn't about the words you use - it's about having a great story.
Good copywriting needs empathy
Richard Hollins2018-10-24T14:11:44+01:00Blog post: why empathy is key to successful business writing.
Show, don’t tell – it’s not just for fiction | Business copywriting
Richard Hollins2018-10-24T17:00:31+01:00Blog post: why the "show, don't tell" rule works for business copywriting too.
Effective copywriting: why business writing has to be punchy
Richard Hollins2018-10-24T14:46:24+01:00Blog post: business writing that's too long can reveal problems with your thinking or suggest you have something to hide.
When to use long copy | Copywriting tips
Richard Hollins2018-10-24T15:01:46+01:00Blog post: not sure when to use long copy? Do it when it meets the needs of your real audience
Credible copywriting: say what you mean
Richard Hollins2018-10-24T15:03:40+01:00Blog post: credible copywriting in corporate reporting - why you must say what you mean if you want credibility.