We live in the age of digital “white noise”. A constant hum, an uninterrupted flow of content where every brand shouts louder than the next to get noticed. In this ocean of messages, most companies scramble to launch promotions, showcase products and celebrate themselves, ending up as just another i...

Berto is sitting at his desk. The coffee, made in a moka pot that has seen better days, is now lukewarm. On the screen, a cursor flashes. It's a digital, immaculate, and provocative white. Whether it's a Google Docs sheet, an artboard in Illustrator, or the empty timeline in Premiere Pro, the result...

They’re looking at me from the shelf, right now, while I write. On one side, I have White Noise by Don DeLillo. A masterpiece of prose, a paranoid exploration of consumer society, language and the fear of death. I’ve read it three times and each time I find something new, though I admit recommending...

A few weeks ago, we were on a call with a client, a brilliant, pragmatic, and (understandably) always-in-a-rush CEO. We were discussing their internal communication strategy when, at one point, he sighed and confessed to us with bitter irony: "Lads, I run a company with 200 people. Do you know the h...

The scene is always the same. You. A chair (a comfy one, we hope). A screen. And it: the blinking cursor. Blink. Blink. Blink. A rhythmic pulse that seems to mark the time of your procrastination. It's every creative's number one enemy, the metronome of imposter syndrome. You know what you want to s...

Today, we're talking about the beginning. That first, terrifying, wonderful step that turns an idea into a story. The first line, the first page, the first chapter. Basically, your first date with the reader. And, like any first date, you only get one chance to make a good impression. If you show up...

You have a folder on your computer called "Ideas". Or perhaps a battered Moleskine notebook. Or, more likely, a mess of voice notes, sticky notes, and jottings on your phone. Inside, a universe of possible worlds: the epic fantasy you've dreamt of since you were a teenager, the psychological thrille...

  Online marketing is going through a rough time. We’re immersed in a constant flow of content and notifications, in ever-changing algorithms and fleeting trends. We’re overwhelmed and exhausted, and keeping up with it all feels impossible. But are you sure it’s really necessary? Evergreen mark...

  For financial advisors, for banks, for B2B service platforms, for insurance companies… Many texts to unravel have passed and continue to pass on our desks. Each time the work is: understand what we are talking about to find the crux of the matter, operate the sophisticated art of language sim...

      Telling a story with the STAR method allows you to be clear, concise and go straight to the point. The STAR method is very useful when you have to convey a lot of information in a short amount of time. On these occasions, preparing your stories in advance turns out to be an effe...

      I have already dealt with the about page, when I proposed three creative exercises + 1 for writing it , today I return to talk about it, because I think that the about page is the most complex page to write on a site : it is content that requires great awareness of oneself and o...

      There is always a need to figure out how to improve your writing style . This applies to those who have to write a book or deliver an in-depth study. Or maybe he has to write a technical report. Not forgetting who wants to write a letter. There are students who ask how to improv...

    What are the essential points to work in the world of professional writing? It's hard to make a complete list of rules, which is why it might be useful to have a copywriting checklist infographic at hand. It is no coincidence that, while writing this article, I have identified and mark...

      To dupe you and keep you reading, I could start this post on the contact page of a website by telling you that this is one of the most visited pages of a website and that you can't forget about it. I could. The truth – and here I apologize to the gurus and marketing gurus who pu...

      I have been following Mario García for years, one of the most famous newspaper designers in the world, who among other things best personifies the American dream: a Cuban refugee boy arrived in Florida, without knowing a word of English, he became a journalist and then a visual ...

      How many times have you read a text online (but also on paper) and defined it as " flat "? How many times have you yawned or realized you weren't remembering anything you read? I think it has happened to everyone sooner or later, because too often we are faced with static texts ...

      The work of reduction must also be carried out on the texts, to say what is needed and only that. By subtracting the obvious we add meaning. The more concise the message, the more important the words it contains will be. (Yvonne Bindi, Language Design ) Writing to communicate is...

How to write an effective business letter ? Perhaps, it's better to start with another question: why should one write a business letter nowadays? Indeed, for years now, we have been living in the era of emails , which are a practical and economical tool. Yet email didn't kill direct mail. On the contrary: looking for customers via paper corresponde...

      Talking about storytelling applied to business communication is never easy. Humankind is divided into two categories: on the one hand, those who put a sprinkle of storytelling everywhere (and, often, inappropriately, in a way that is out of place); on the other, those who consid...

      Do you remember when was the last time you reviewed the texts of your About Me page? Often, after putting your website online, you forget everything you prepared at the beginning of your business: your home page, the information on your about me page, your services pages. As you...