Crystallising...

Somedays,

we take our mind out for a walk.

Crystallising is the blog of Writers4Hire (W4H+). Here is where we think out loud about finding fresh ideas, writing in the age of AI and what life as a copywriter is really like. We hope you find something useful to take away.

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A rabbit pulls a surprised magician out of a black top hat, reversing the familiar magic trick to illustrate lateral thinking.
Creative Fuel, Learn with Me

Think sideways: a few old tricks for coming up with new ideas.

When you approach a problem from a less obvious side, it gets easier to crack. And more fun too! I’ve picked seven techniques from Edward de Bono, the man who coined the term, each with an AI prompt for you to try.

Nov 7, 2026

Let’s read this
A robot reads a webpage while dropping crumpled writing into a bin, illustrating how AI selects website content to recommend to human readers.
Learn with Me, Writing with AI

AI bots now decide if your content is worth recommending.

Search engines still matter. But being found is no longer enough. These days, AI tells your story for you.

Oct 26, 2026

Let’s read this
Three magnifying glasses labelled SEO, AEO and GEO, overlapping on the words “We open at seven.
Learn with Me, Writing with AI

SEO, AEO, GEO: what’s the difference for copywriters

All three help readers reach your content, whether they are human or not. As a writer, the advice is same as ever. Get to the point and say something useful.

Oct 19, 2026

Let’s read this
The word HUMAN reflected as AI in a red-framed mirror, illustrating how AI prompts us to rethink corporate writing.
Writing with AI

AI is making corporate writing human again

We've been "demonstrating our unwavering commitment" long before ChatGPT came along. Now AI is mirroring us. Not great, but perhaps this is the nudge we need to start writing like people again.

By Crystal Song

Oct 17, 2026

Let’s read this
A pin presses deeply into an inflated red light-bulb balloon, poised to pop—a playful take on “Make it pop!” and finding fresh ideas in copywriting.
Creative Fuel

“Make it pop!” 8 ways to find fresh ideas.

Most drafts that need more oomph need a better idea. Here are my top 8 ways to find one.

By Crystal Song

Oct 12, 2026

Let’s read this
Illustration of a writer with a laptop, surrounded by sketches of the work copywriters do, from social posts to annual reports.
Write Life

What it’s like to be a copywriter

For 30 years, clients have paid me to poke my nose into their business. They have asked me to name their products, pen a message for their chairman and find a new way to say ‘innovative’…. I have been stressed, under-slept and occasionally baffled. But, thankfully, never bored.

By Crystal Song

Sep 21, 2026

Let’s read this
Illustration of a robotic hand and a human hand working together on an annual report.
Writing with AI

8 rules for using AI on your annual report

Everyone on the report team uses AI a little differently. That’s fine, until the mistakes start turning up at final proof. Better to lay some ground rules at the kick-off meeting.

Oct 5, 2026

Let’s read this