Death by pomposity: or saved by plain-speaking?
The way you write for business needs to change. Pompous is out, plain speaking is in. That’s the long and short of it. I know, some of you may have been writing the same way you were taught at school and university – and it’s worked perfectly well, thank...
Are you driven by needs or wants and desires?
When was the last time you read something – say an ad in a magazine, a few pages of a website, a Facebook page or even a billboard – and have been busting to go and do something about it? Hardly ever, probably. Most of you will glance at it, maybe read it and...
Does your service live up to your copy promise?
It’s easy to make a promise, but very hard to keep it. Worse still, if you continue to overpromise, what started out as a small oversight (in your mind), snowballs out of control and results in an avalanche that can cause devastating damage and loss. But many...
