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What’s in a name?

March 19th 2016

From the early stages of writing my first novel I had decided on the name, ‘The Windelton Absurdities.’ I felt it accurately characterised the absurd, outlandish and hilarious roll call of inhabitants and place that is the imaginary, small Yorkshire town of Windelton. So why did it end being called ‘Hidden Lives’ you might ask? […]


Understanding audiences

March 11th 2016

It is stating the obvious that different subjects will require different pace and tone; writing about an insurance policy needs a more serious treatment than say, a pair of Levi’s (although some may disagree), but understanding the motivations of your audience remain paramount. It is all too easy to forget when messaging, whether it be […]


I can see clearly now

March 04th 2016

Clarity is an essential ingredient to successful copy. Whether either writing a website, an ad, brochure, blog, email, direct mail or a press release don’t use unnecessary words or ones ‘a foot and a half long’.* Avoid jargon, metaphors, business-speak and other figures of speech. Write as if you are having a one-to-one conversation. If […]