If you work in marketing, you may have heard the saying: don’t sell the steak, sell the sizzle (though some people, especially in Australia, New Zealand and the UK, say sausage instead of steak.

Whether you’re writing a feature story or a business report, there’s one key characteristic that will make you stand out from other people: curiosity.

There are two reasons why using AI to write anything is a bad idea: writing needs to be new and unique – for your audience, your brand and SEO communication is a human activity.

Limitations usually improve, rather than hinder, whatever you create. I learnt this when I first became an editor, back in the days of print.

Most writers have a fear of repeating words – and so they’ll strive, in often ludicrous ways, to come up with synonyms and alternate descriptions. For example, they might write: “Dan’s cat was evil.

Sometimes people get cranky when you use a noun as a verb, and I can see why. For example, instead of writing: We will make a recommendation about who to hire.

Now that organisations are pumping out more content than ever before across a wide range of mediums and platforms, there’s been a rapid adoption of tone of voice (TOV) guides.

If you want to make your writing more interesting (and if you don't, you're on the wrong website), you need to make it evocative – and a great way to do this is to show, don't tell.