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

Would you start a story by giving it a misleading headline?

Would you start a story by giving it a misleading headline?

Dec. 2, 2014 by

Or, why your tagline needs to nail your company’s promise If your company name doesn’t indicate what you do, then the tagline, sometimes known as a slogan, is especially important.

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

Why you shouldn’t be afraid of metaphors

Why you shouldn’t be afraid of metaphors

Nov. 11, 2014 by

Many people are scared to use metaphors. Sometimes rightly. An over-used, too familiar metaphor is brushed aside and quickly ignored by a reader. But done correctly, a metaphor is like

Why your message can only have one central truth

Why your message can only have one central truth

Nov. 4, 2014 by

The problem with many messages, from taglines to web home pages, is they try to say too much. Instead of presenting one clear argument, a proof, of what’s on offer,