In recent years, I have often had to help the companies I work with in dealing with angry customers and complaint responses, especially in the banking, finance and insurance sectors. All sectors that deeply affect the lives of people and their families, where sensitivity is very high and the right w...

Writing easier is an act of courage and an act of love. For your brand and for your readers. And yes, it's a dense journey, sometimes a Homeric undertaking, but the result always offers breathtaking views. Complicating is easy, simplifying is difficult. To complicate, just add everything you want: c...

Tried to write a book but couldn't finish it? Would you like to have some success in writing, but every time you have an idea and you try, something blocks you? The question you really should be asking yourself is this: Do you have a writing system? Knowing how to write is only part of the challenge...

  "Unfortunately, there are no magic formulas that I can share; The most important thing is to start writing, regardless of the fact that each sentence is composed perfectly." Camilla Läckberg Cleaning in my tablet of the books purchased / loaded and then forgotten in the chaotic electronic lib...

Back to the corporate Tone of Voice, which I have already talked about in this article . I talk about it again, because whether you want to take care of your online communication yourself or decide to entrust the texts of your site to a professional, the tone of voice is a chapter that you will have...

How do you learn to write stories that know how to bind and capture readers, dragging them into their world alongside the protagonists? Can you learn to write stories ? And to invent them? When I started writing, many years ago, I made the biggest mistake anyone can make: I had read little or nothin...

When we study at school or university we are used to reading manuals of many pages in the shortest possible time, obtaining and memorizing the essential information and forgetting the others. When, on the other hand, we go hunting for the error, we need to train ourselves in a reading that will be m...

Why do you write on your websites? What is the purpose of all this online writing ? Well, often it is communicating and expressing oneself , without ulterior motives. Or even inform and disseminate . In many other cases, however, the goal is to sell something. A service, a product, a professionalism...

We all like stories. We were born for this. Stories affirm who we are. We all want confirmation that our lives have meaning. And nothing gives us more validation than when we connect through stories. They can cross the barriers of time, past, present and future, and allow us to experience the simila...

Konstantin Sergeevich Stanislavsky is the father of modern theatre. His technique contrasts with the estrangement of Bertolt Brecht , who requires the actor to detach himself from his own works , bringing the art outside and beyond himself . Stanislavskij instead requires that the actor enter the wo...

Storytelling is the art of telling stories. We could say that it has a lot to do with creative writing, the narrative techniques on which the novels and films in which we get lost at the end of the day are based and which have a common root within the Hero's Journey theorized by Joseph Campbell. Whe...

Doing them is good and right. But what are the right questions? Who should we do it to? And above all, how should we position them? Three questions [and more] to answer the question mechanism. Knowledge - the deep one - feeds on doubt to find form . The question, more than Socratic, is logical: we c...

No one should be afraid to sell the fruit of their work. It's no shame to want someone to buy from us, just as it's no shame to write to sell. Writing a sales page is not easy because it requires clarity with respect to one's business, method in writing and honesty with respect to what we propose, b...

Today we know that words are not just conventional codes. They were born from man listening to the world. They describe what they represent, evoke its meaning through sound . This is the reason why some sounds share the meaning in many languages and why often even if we don't know its meaning we can...

U m pa pa - U m pa pa - U m pa pa U m Um. Have you ever wondered why the waltz is so recognizable and memorable? Let's read the onomatopoeia again: u m pa pa - u m pa pa - u m pa pa u m Um. Letters that repeat themselves with the same cadence. And the accent? It always falls on the first one. The ef...

Have you ever thought about what a disgruntled reader feels? To the thoughts of those who get lost in front of the repulsive texts they read every day at work or outside work? I'm not talking about fiction here, but about everything else. Even the message "do not open this door" taped to the door in...

Just drafted your article and can't wait to publish it? Stop dear copywriter, first autocorrect it then we'll talk about it! Now the question is only one: Are you ready to proofread yourself without someone's help? If you opened this post, the answer is right in front of your eyes, don't you think? ...

It's easy to have a nervous breakdown when you're writing content for the web on a regular basis. Sometimes the ideas for writing well don't come and other times you have too many to be able to express them by writing a good online article . But do not worry. The greatest online copywriting experts ...

One of the great worries of every entrepreneur grappling with communication for his business is how to make his texts more engaging. A more than fair concern since our aim is always to create a relationship with our audience, so here are 3 writing techniques you can start with right away because the...

Can words guide the user towards completing an action? Certainly, but they must be chosen carefully to facilitate pleasant navigation. With UX Writing you can do it! USER EXPERIENCE: always take care of the user Let's start by taking a step back. What will the acronym UX that is seen so much on the ...