Petrol saving ad, too clever by half

Petrol saving ad, too clever by half

May. 12, 2015 by

Have a look at the pix of a billboard on Wellington’s Adelaide Road. Now, I walk past this most mornings, and have the comparative luxury of enough time to figure

A picture (in the mind) is worth much more than a thousand words

A picture (in the mind) is worth much more than a thousand words

Feb. 2, 2015 by

If we’re being persuasive with our messages, we must make it easy for our readers. One of the keys to this is making your idea, or whatever it is that

Orwell’s right…but persuasive messages take more than just good writing

Orwell’s right…but persuasive messages take more than just good writing

Dec. 16, 2014 by

A recent Quartz article compares The Economist magazine’s style book for writing to Bloomberg’s. Across a lot of differences – including one major one on how much you should ‘interfere’

A tagline…nailed

A tagline…nailed

Dec. 9, 2014 by

Look at the following picture outside Trade Aid’s central Wellington shop.   Then check its tagline (which indeed is the first thing you see) Hand made change Three words that

So, what does CallActive actually do?

So, what does CallActive actually do?

Nov. 25, 2014 by

What do you think the billboard pictured below in Wellington, New Zealand’s capital city, is ‘selling’? You certainly can’t tell from its tagline – defined at About.com as “a slogan

Why your message has to be simple – and how to make it so

Why your message has to be simple – and how to make it so

Nov. 18, 2014 by

Simplicity thrills, complexity kills. And, somewhat paradoxically, the shorter the message, the more effort it takes to refine it to simple. (That’s why an organisation’s tagline – the two to