Vigorous writing breathes life into your sentences and keeps readers hooked, even in an AI-saturated world. When I first started as a copywriter, one of the very first house style guides I followed emphasised the importance of vigorous writing.

As a UK-based freelance copywriter, I regularly receive project inquiries from around the world. Most are genuine, and I’ve secured some fantastic clients this way. But every now and then, a request comes along that seems off. And sometimes, it's more than just vague, it’s dangerous.

There’s a point in most writing projects where a sentence technically works, but it doesn’t feel quite right. It’s not wrong, but it’s not working as hard as it should. This usually comes down to two things. the verbs are vague, and the language is too busy.

I don’t think AI is necessarily ruining writing. But it’s changing it. A major risk is that your voice and brand will sink in the noise of metallic, soulless, sterile writing. Here’s some ways to spot it and tips on how to use your real voice instead.

To make your words work, try and step out of your own shoes and into the reader's. Instead of focusing on what you want to communicate, focus on what they need to hear, and how best to deliver that message.

If you want your writing to be clear, engaging, and effective, avoiding common mistakes is key. Here’s a closer look at some of the most frequent mistakes and how you can refine your writing, so your words work as hard as you do.

Every day, the same tired phrases are repeatedly used in professional settings both written and verbal. If you’re tired of falling into this pattern, here are some ways to move beyond the cycle of overused phrases.

A good writer always writes for the reader, not for themselves. If your writing doesn’t flow or make sense, it won’t have the impact you want. One of the easiest and most effective ways to make sure your writing works is to read it out loud.