Dec 22, 2022Use microcopy to remove customer friction“Click here” — the two most common words on the internet, second only to “Buy now”. Here’s the problem, though: Online consumers have evolved. Our audiences are more jaded, more distracted, more cynical. They need firmer, more compelling nudges and stronger reassurances, or they’ll just ignore us and our messaging. …Tiffany Markman5 min readTiffany Markman5 min read
Nov 21, 2022How to be a better speaker, so you can become a thought leaderWant to be a better speaker? If you do, read on please. A weird thing has started happening to me. …Be A Thought Leader4 min readBe A Thought Leader4 min read
Oct 13, 2022What’s YOUR problem?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…Freelancing Struggles4 min readFreelancing Struggles4 min read
Sep 12, 2022The Email Subject Line: The Window to the Soul?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…Email Subject Line5 min readEmail Subject Line5 min read
Aug 4, 2022The training guide to brand voiceYou’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…Brand Voice4 min readBrand Voice4 min read
Jun 30, 2022Befuddled by the singular they?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…Gender Pronouns9 min readGender Pronouns9 min read
May 30, 2022The “Give Away Your Clever” approach to content marketingA 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…Give Away Your Clever4 min readGive Away Your Clever4 min read
Apr 26, 2022“A bunch of dumb dolphins”? Oy vey, Vishal Garg.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…Internal Communications3 min readInternal Communications3 min read
Mar 18, 2022Mission statements that don’t suckI 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…Mission Statements5 min readMission Statements5 min read
Feb 14, 2022Hey! Are you LISTENING to me?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. …Strategic Conversations3 min readStrategic Conversations3 min read
