What’s the best bit?

What’s the best bit?

Even before Aristotle identified the seven rules of story in his Poetics (335 BC), audiences have enjoyed a ripping yarn. The best stories excite, feature great characters (sometimes flawed) and take us with them on a journey through life’s ups and downs. They linger...
My dentist’s a marketing genius, here’s why…

My dentist’s a marketing genius, here’s why…

I see my dentist about twice a year, routine stuff mostly… He’s an excitable chap, but in a good way. He loves his job, loves his tech, and will talk for hours about the latest goings-on in dental care. Now for most of the year, I’m about as interested in dental...
Why ‘write’ when you can ‘talk’?

Why ‘write’ when you can ‘talk’?

It’s so easy to say, but can be so difficult to do – write like you talk… No, not literally – imaginative spelling to approximate your accent sho’nuff won’t help you communicate better – but it’s much easier to read text that appears conversational. Trying to...
It’s no big secret – keep it short, keep it snappy

It’s no big secret – keep it short, keep it snappy

Sometimes long form copy works… Like extensive magazine features, in-depth reports or books. Things that readers buy into. But on the web, as a rule, readers haven’t invested anything, they haven’t paid. So they scan, they browse, they graze – and that means you...
It’s about selling, stupid!

It’s about selling, stupid!

Writers can be a funny bunch… Many dream of being appreciated for their bons mots and insights, imagining that their ability to construct an argument or inspire an emotional reaction elevates them above the hoi polloi. Some writers fall in love with their clever...