What can two adverts, 29 years apart, tell us about the evolution of copywriting? We pick out five things...
We look at five unexpected places you can use tone of voice to make people love you a little bit more.
A brief, humorous look at the art of renaming things...
We can learn a lot about brand personality from politics. Read our take on the General Election 2017.
Call us pessimists, but when faced with a bad blog, we'd prefer to see no blog at all. Find out how your blog could be letting you down and what to do about it.
Clickbait, it’s exploitative and banal but it works. What is it? What is it for? Why is it so effective? How can you use it for your own content? The answers are jaw-dropping.
President Trump has been altering his tone. Not his skin tone.
A great case study is so much more than the generic "good news story". Hook your reader, banish the bland and make your stories count.
If your customers are humans, they'll really appreciate you switching off the corporate lingo. (If you disagree with us, we'll take that offline.)
Having a plan for your content is not only wise, but it can give you an eerie knack of knowing what content is going to work. Want to know more?
Chris' recent talk at EMCDigital forum examined how educators can use content strategy and marketing to best effect. He also shares a handy content calendar template.
Imagine that you open the communal fridge at work and see a tupperware dish that has “Meat” written on it. No explanation, no use by date, just “Meat”.
Here at Lark, where we have years of copywriting experience, we know that opening a piece of content with a positioning statement or scene-setting phrase can be a handy way of, well, getting a piece of content started. But do you really need that copy?
We are very happy to announce that Lark has been accepted onto the Government’s Digital Services Framework 2 (DS2), which was announced this month.
Designing from scratch often throws up issues for the lowly designers tasked with getting a page or a site together for a company or brand. I’ve often heard colleagues who have fired up Photoshop asking what the content is like on a page only to be told: “Don’t worry about that just yet, we’ll deal with it when we get closer to the live date.”
...As with any good conversation it isn’t just the words that keep it going; facial expressions, hand gestures, context, body language and even atmospheric conditions all play a part in telling you want you want to know. The same is true of copy on a page, video, images or bits of audio, there’s more going on for people than just the words...
Content strategy is nothing new, but it’s becoming an increasingly audible buzzword among the web community these days, with many interaction designers and UX experts acknowledging that most websites are “all about content”. But how long will it be before “content strategy” actually means anything to customers?
...Call me cynical, but commercial songwriting is essentially a form of marketing. Aside from relying on the obvious – gratuitous close-ups of naked flesh, questionable styling, an appearance on The X Factor, etc – making an impact often means softening the stiff upper-lip of the British public with a beautiful, relatable message...