The world was small. Now, it’s really, really tiny.

Unless you’re reading this on a tablet of course. Or on one of those quaint “desktop” screens. Either way, we’re getting used to accessing our content and updates from a much smaller window. Apparently most job applications, and social network updates now happen via mobile. As does a lot of our passive media consumption – Read More

To communicate, or to inform?

Seems obvious. After all, how can you really communicate without providing information? Well actually you can, and sometimes very persuasively. Think about your favourite actor conveying their emotions, even in a close-up of quiet repose. Think about the power of abstract art, and the emotional response it can generate. Now I agree that these simple Read More

So why start at the beginning…?

When writing, I usually create the headline first. I could be creating an e-shot, a web page, a blog post, or even a press release. Having decided on the headline, I then find it much, much easier to write the body copy, because the headline gives my imagination a focus, a theme, a central message. Read More

“Don’t quote me…”

It’s very easy to underestimate the power of a quote. Quite apart from the value of the actual words, the fact that you are referring to a third-party always lends a little extra credibility to your message. It suggests you have researched your subject. That you have found other, respected or at least recognisable, supporters. Read More

First impressions matter…

Is there a tide of change in recruitment…? Organisations are now starting to recognise that everything they publish, distribute, or post has to reinforce the brand message. Now, it is no longer enough to have a slick website if the careers section looks like a back-street fast-food stall, or worse. I still see many glossy Read More

I can see the light, but the tunnel keeps getting longer…

I read only last week that a venerable Scandinavian research institute had deduced (after a mega bout of data crunching and munching that I can only imagine) that: “90% of ALL the data ever produced by humanity has been created in the last two years.” Wow, I thought. That’s what I call exponential… We all Read More

Mail Online – a masterclass in writing for the web

It looks like Mail Online is about to prove that chasing traffic is one way to make digital pay. It now predicts that the Daily Mail website will be in profit by July 2012, even earlier than expected. It is already, by most counts, the most read newspaper website in the world. It’s not luck. Read More

Why sentence length matters

Are your sentences flabby? Many writers try to cram far too much information into their sentences.  The result: they are hard to understand so they don’t get read. Here’s an example: The estate was Woods’s most successful commission with the park and grounds hailed as ‘the most beautiful and picturesque’ in the country. He widened Read More