If, like most communications professionals, you left maths behind at secondary school, writing about numbers might feel intimidating. But the good news is, it doesn’t have to be.

While a well-chosen statistic can get people’s attention, using too many figures will soon overwhelm readers. Here’s my guide to choosing and using numbers with care.

Our tone of voice is what delivers the emotion behind our messages – and it’s what helps readers connect with us on a human level.

But it can feel like a task to pin down what your tone of voice should sound like, and how to reproduce it in copy. Read on to learn more about tone of voice, how to adapt it, and how to identify the right tone for your content.

As a copywriter, I’m usually trying to persuade people to take action, or influence the way they think. For charities, this is crucial: they rely on people’s active support.

But there’s no big mystery to writing persuasively: it’s a skill that you can learn just like any other. These are my top tips for writing copy that gets results.