Stories say so much more than just words…

Stories say so much more than just words…The purpose of marketing is to persuade customers to pay attention to your message and engage with it long enough to take an action in line with your bigger go…
Feb 05, 2016
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​Why do stories matter in business?

It was the French movie director, Jean-Luc Godard, who said, “Sometimes reality is too complex. Stories give it form.” If this is true of complexity, I think that the same ‘problem and solution’ idea …
Jan 26, 2016
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Blog your way to the top

The often quoted ‘fake it until you make it’ is an interesting concept. It describes the way that people manage to bluff their way through, selling themselves as experts in their field whilst trying t…
Jan 15, 2016
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What is good copy?

Good copy, just like ‘good’ anything else, is copy that achieves its purpose. Commercially, there really is no better measure than that, and I have seen plenty of examples of ‘technically poor’ conten…
Jan 07, 2016
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Are you boring your customers and prospects?

Almost every company I ever speak to tells me that they are different? Yet when I ask how they ‘think’ they differ most of them still come out with the same boring drivel as everyone else. They claim:…
Dec 18, 2015
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To Cliché or not to Cliché, that is the question?

People often ask me if they should use well-known phrases, jargon or acronyms in their business writing. Most people would warn you to stay away from such childish things, but I believe they are wrong…
Dec 04, 2015
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