Category Archives: Native advertising

Show me someone who knows it all – and I’ll get them to run for god. Luckily (or unluckily, depending on your point of view) no one knows everything. No writer, no matter how intelligent, can know the ins and outs of a particular industry or sector. No business person, in spite of a depth … Continue reading Collaborative message making means you can make 1 + 1 = 3

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 five word description, promise, ‘story’ after its brand name – can be so tricky to distill). But what must a message contain to be considered … Continue reading Why your message has to be simple – and how to make it so