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WORD SWORDS Blog
WORD SWORDS blog is a collection of resources, articles and essays that explain messaging, voice, tone and content strategies that connect people to you and your brand, through a distinctive point of view or perspective.
Messaging & Voice
Copywriting
Content & Strategy
Useful Resources
B2B Demo Conversion Problems: Why Prospects Ghost After Great Demos
Most technical teams assume demo ghosting is a follow-up problem. But it’s a messaging problem, disguised as a sales problem. When prospects ghost after good demos, they’re telling you something important – that your messaging never convinced them they had an urgent problem worth solving… before they met you.
Ghostwriter vs Copywriter vs Content Writers: The Differences
Every zebra is different. Across all three species, no two patterns are the same. And it's those nuanced differences that allow zebras to recognise each other: Stripes are their calling card. Similarly, ghostwriters, copywriters and content writers have distinctive...
Every Brand Needs a Genesis Story
Much has been written about the importance of brand storytelling and how the stories surrounding a brand, can either make it, or break it. Nowhere does that ring truer than for those brands driven by a purpose or ideal greater than themselves and their own success....
Latest Articles
The Many Minds of Eve: Females think and buy, differently than men
Women and men are different. That’s obvious. But it’s the minutiae that counts. This third article in a series on the Power of the Female Economy, explains how women are as different psychologically as they are biologically, from men… which directly affects their how...
‘She’ Means Business: The purchasing power of the female economy
It never fails to surprise me. Women make up just over half the world’s population and control well over half the spending, yet few businesses acknowledge them as the unequivocally dominant consumer force (and market) on the planet. This second article in a series on...
The Story of Our ‘Stuff’: How we bought our way into consumerism
The exact point at which people started buying and using stuff that they fancied, but didn’t need to survive, is vague.However, the consumerist life we’re now living is only the latest chapter of quite a long story. The first article in this series on the Power of the...
Undressing Victoria’s Secret Branding: Trading up to create a New Luxury brand
Let’s uncover a few truths. Great lingerie can make a woman feel sexy. And you’ll pay (often a lot) to be part of that story. But it wasn’t always that way. A single brand elevated the price and position of intimate apparel, to unprecedented heights. Who was it and...
Luxury Branding and the Macaron Effect: Why we covet luxury and the way it makes us feel
A French macaron could be considered a luxury item. You choose to eat one, you don’t need to. They’re difficult to make – it’s practically an art. Perfect ones, are made by master pastry chefs, in specialist patisseries. Then there’s the way they make you feel – you...
History, Hallmarks and Habits of Luxury Brands: The iconic markings of great luxury brands
Since time immemorial, our attitude to gold and silver has been inexplicable. Of the 118 elements in the periodic table, both metals are chemically boring and have few special qualities. And yet… for the last 5,000 years they’re the ones we’ve tended to use for...
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