by Dave | July 14, 2020 | Uncategorized
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...
by Dave | July 14, 2020 | Uncategorized
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...
by Dave | July 14, 2020 | Uncategorized
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...
by Dave | July 14, 2020 | Uncategorized
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...
by Dave | July 14, 2020 | Uncategorized
I got a letter the other day – somebody trying to sell me something… Well, it happens. Sometimes it even works. But in this case the wannabe marketer sabotaged their sales attempt from the off. I might have been interested in what they were selling, but I never...
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