When you’re struggling to explain what you do or why your product matters with concise, personality-full copy it’s easy to forget one important thing.
You’re not writing about something. You’re writing for someone.
And that someone is not a customer, or a buyer, or a number. That someone is a human being.
A human being...Read More
“Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has “cursed” us. And it becomes difficult for us to share our knowledge with others, because we can’t readily re-create our listeners’ state of mind.”- Chip & Dan Heath, Made to Stick.
As your business grows and evolves, your...Read More
Whether it’s making your own raw chocolate or watching Orange is The New Black, have you ever noticed how you can enthuse to your family about something until you’re blue in the face but they won’t give it a go until they hear someone else - preferably a stranger - say how amazing it is?
So it goes in the world of business too. What...Read More
The Interwebs are full of translated signposts gone hilariously wrong:
“TO TAKE NOTICE OF SAFE! THE SLIPPERY ARE VERY CRAFTY”
“BEWARE OF DOGS. SURVIVORS WILL BE PROSECUTED”
“DO NOT DISTURB. TINY GRASS IS DREAMING”
“OUR FOOD IS GUARANTEED NOT TO CAUSE PREGNANCY!”
But it’s...Read More
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