Today, people just expect more. It’s the way of the modern world. Now, I don’t (always) think it’s worth giving in when selling your stuff online but I do believe in a relentlessly other-centric focus when writing for content marketing. Here’s why: When you write to your prospects in their…

Let’s pretend you’re standing in a bar. It’s buzzing. You look your absolute best. You flick your eyes across the room, over the sea of heads, and they crash into another pair of eyes. Beautiful eyes. There’s a weird “fizz” somewhere in the base of your skull. Or maybe it’s…

You’re standing in a bar. A saloon-style place. It’s dark. With oak panelling. And sticky counters (you know because you’re resting an elbow on one). The bartender has a grizzled face, with the kind of craters and gullies you could hide secrets in. Behind you, the swing doors flap and…

This is a column about language, specifically about getting comfortable with the singular use of the pronoun they. While the driving force in favour of the singular they is the LGBTQ+ community, which uses it not only to include both men and women but also to refer to non-binary people…

A few years ago, if I’d used this article to advise you of the ideal tone for content marketing, I’d have said: produce writing that’s clever, compelling and clear. I’d have asserted that the best practice is clean, concise writing — with your brand’s personality applied on top, for authenticity…

My husband is not a morning person. By contrast, my eyes open at 6am — Monday to Sunday — and for several hours I’m like a nagapie (bush baby): wide awake, deeply anxious, and desperate for distraction. As a result, I spend a lot of time reading articles. This morning…

I have four mission statements to share with you. Two come from real organisations and two I made up in the shower. Can you guess which are which1? Our mission is to design world-class products and produce people-centred solutions that meet our customers’ needs. To deliver commercially sustainable world-class services…

How to have better conversations post-pandemic Perhaps it’s just me, but the pandemic has affected my ability (and desire) to socialise. I find small talk more difficult, eye contact more intense, and engagement more exhausting. …

Is swearing really a sign of intelligence — or is that whole argument just bullsh*t? And what does it mean for communication? I was all ready to lap up the literature that proved, once and for all, that I, swearer extraordinaire, am one of the smarter ones. …