OCT
20
2026
0

Comparative anatomy of the opening: genre and territory

Portici, Granatello pier, 1990. It's pouring, and the car is parked along the pier, the windows steamed up from the inside until nothing gets through any more. It's not the Granatello you know today, the nightlife spot, the city's living room. In 1990 the port area was something else entirely. Even ...

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  96 Hits
OCT
12
2026
0

The World You Don’t Have to Explain: A Guide to ‘Iceberg’ Worldbuilding for Fantasy and Romantasy

Quartieri Spagnoli, a Tuesday in November, 7.40am. The alley is just wide enough for two scooters to brush wing mirrors. The bar on the corner has already fired up the coffee machine; from a ground-floor basso comes the smell of washing hung out to dry. Stop beside an iron grate, where the rust has ...

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  159 Hits
JUL
28
2026
0

The instruction booklet that no one reads (and why)

  Thursday morning, end of September. Outside the workshop in San Leucio the air has that first damp chill that rolls down from the hills of Caserta and makes you fancy another coffee. Inside, the smell is an unmistakable mix: warm PVA glue, freshly die-cut cardboard, wood dust, and the burnt d...

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4.7 (7 voti)
  438 Hits
JUL
20
2026
0

The lying narrator: a guide to the unreliable narrator

  Tuesday morning, October 2024. 06:12am. The Granatello harbour in Portici reeks, at this hour, of cold smoke, diesel from the fishing boats and that thick salt tang that clings to your skin. A thin wind was cutting at my ankles and creeping up under my jacket. I was sat on a frozen iron bolla...

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4.7 (11 voti)
  437 Hits
JUL
13
2026
0

Making the page laugh: why humour is the most serious thing you'll ever write

Tuesday morning, Santa Maria Capua Vetere. The porticoes opposite the Criminal Court are a pocket of shade trying to defend itself against an already fierce June sun, the kind that can get the tarmac smoking before midday. Around us, the usual waltz: solicitors with leather bags that weigh like boul...

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4.7 (6 voti)
  404 Hits
JUL
06
2026
0

How to write dialogue that doesn’t tell the truth

The light slanting in through the sash windows had that particular grey tint, typical of London autumn afternoons, that seems to hold its breath. It was 5.12pm on an ordinary Tuesday. Through the glass filtered the muffled rumble of red double-deckers slowing at the City Road junction, right in the ...

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4.7 (11 voti)
  446 Hits
JUN
29
2026
0

The second look: how to go back to a poorly written text and rewrite it without destroying it

It's late on a Tuesday evening — just gone two in the morning. Outside my studio in Caserta there's that still, heavy silence that comes before the dampness settles over the Campanian plain, broken only by the dull rumble of the odd car cutting along the bypass in the distance. On the desk there's a...

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4.7 (10 voti)
  466 Hits
JUN
22
2026
0

Writing under pressure: the difference between romantic block and the missed deadline

  Portici, Granatello pier. Thursday evening, October 2017, 11:14pm. There's a thin mist rising off the sea, mixing with the stale smell of fried food drifting from the shuttered restaurants and the salt air slowly corroding the iron pillars. I'm not in my studio. The studio — with its ergonomi...

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4.8 (4 voti)
  466 Hits
JUN
15
2026
0

Writing in the first person when you're not a writer: how Sasà found his voice without sounding like a brochure — and without making anything up

Agro aversano, a strip of land suspended between Sant'Arpino and Orta di Atella. It's a September morning in 2024, just gone half nine, and the air outside is only beginning to warm up — but in here, everything runs on a completely different logic. I'm sitting inside a dairy that smells intensely of...

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4.7 (6 voti)
  534 Hits
JUN
08
2026
0

Writing with the body: how the senses make the difference between a text you read and one you feel

Borough Market, Southwark, London. It's a Thursday morning in November 2024, it's twenty-three minutes past eight, and the cold air rising off the Thames cuts straight under the collar of my heavy jacket. I'm standing beneath the wrought-iron spans of the Victorian structure, a few metres from the e...

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4.7 (16 voti)
  588 Hits
JUN
01
2026
0

Point of View Isn't a Technique: It's a Political Decision

January, quarter past eight in the morning. The air rolling down from the Tifatini mountains is a needle of ice that drives straight into your lungs if you make the mistake of breathing too quickly. I was in Santa Maria Capua Vetere, standing in the middle of Piazza Adriano, my hands practically fus...

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4.7 (9 voti)
  507 Hits
MAY
25
2026
0

Five hundred words to make a film in the reader's head: a flash fiction handbook

Libreria, at 65 Hanbury Street in Spitalfields, is a corridor. Long, narrow, with shelves in ochre yellow plywood running floor to ceiling on both sides, heavy with volumes arranged without genre labels — only themes, like "The Enchantment of the Disillusioned" or "The City". Individual reading lamp...

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4.7 (9 voti)
  528 Hits
JAN
12
2026
0

The Engineer and the Poet: The Eternal Battle Between Writing Technique and the Power of History

Have you ever walked into a bookshop, opened a novel lauded by critics for its style, read the first three pages and thought: "Wow, what sublime writing"... only to fall inexorably asleep by page four? And conversely: how many times have you devoured in a single night a book that, on closer inspecti...

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4.7 (11 voti)
  974 Hits
JAN
16
2026
0

The 3-Second Battle: Anatomy of Email Subject Lines Marco Opens and James Doesn't Bin

Picture the scene. It's 8:15 in the morning. Your potential client — let's call him Marco if we're in Naples, or James if we're in London — is drinking his first coffee. He's got his phone in one hand and he's scrolling with his thumb in a rhythmic, almost hypnotic movement. Swipe, swipe, delete. Sw...

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4.7 (19 voti)
  777 Hits
JAN
19
2026
0

The white noise of the page. An investigation into silence as a lethal weapon of writing

It's night. Or perhaps early morning, that uncertain light filtering through the blinds reminding you that today, once again, you're behind schedule. There you are, in front of the screen. The cursor blinks. Tick, tick, tick. Like a drop falling into a metal sink in an empty room. The blank page is ...

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4.7 (14 voti)
  930 Hits
FEB
02
2026
0

The Art of "Show, Don't Tell" in Marketing: The Ultimate Guide to Visual Writing That Multiplies E-Commerce Conversions

It was August 2017. Sitting on the small terrace of the B&B in Anacapri, with a view over the bay and the scent of orange blossom in the air, I was reading the same product description on my laptop for the fifth time. "Artisan soap of the highest quality, made with selected natural ingredients. ...

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4.7 (12 voti)
  811 Hits
FEB
09
2026
0

Brand voice isn't the logo: how to define it in 90 minutes (with practical workshop)

Naples, September 2006. I walk into the office of a vocational training organisation in the provinces. The request is straightforward: a logo and a website. The client already has the design in mind: they want something "professional but welcoming, modern but reassuring". I ask: "If your organisatio...

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4.7 (16 voti)
  767 Hits
MAY
18
2026
0

A podcast doesn't write itself: structure and script for audio that actually works

  When you've been doing this job long enough, the first thing you learn is that you stop being surprised. You're not surprised by clients who change their minds at the last second, not by metrics that collapse without warning, not by trends that arrive trailing hype and last all of six months....

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4.7 (16 voti)
  675 Hits
FEB
16
2026
0

The Dictatorship of "Perfect": Why Your Texts Should Bear a Few Scars

It is February 2026. If you look around the digital landscape, you will see an endless expanse of white marble. Smooth, cold, without grain. It is the mass text production born of third- and fourth-generation generative artificial intelligence. Texts that never slip with a subjunctive, that cite sou...

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4.7 (11 voti)
  799 Hits
MAR
16
2026
0

Ghostwriting isn't a lie: how to delegate your voice without betraying it

It was a November afternoon in Manchester. One of those afternoons where the grey of the sky bleeds into the grey brickwork of old textile warehouses converted into offices. I was sitting across from a CEO with the crumpled face of someone twelve hours deep into back-to-back meetings, a stack of bla...

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4.7 (12 voti)
  644 Hits

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2013-10-02
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Insight Adv Ltd is a full-service advertising agency. We offer our customers Graphic and Web Design, Marketing and Strategic Communication services.

We create websites, e-commerce and fad platforms, commercials and promotional videos and applications for smartphones and tablets. We also offer digital & direct marketing, social media and content management services. 

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