It’s nearly the end of September but I still have that new term feeling. Summer holiday over. The start of a new season. Those annual autumnal health campaigns such as ‘Stoptober’ and Macmillan’s ‘Go Sober for October’. Yes, time to do things differently. Goal setting September. I’ve got two main goals. One relates to what… Read more
15below – a master-class in audience appreciation.
“We could do this!” “Yes, and we could do that!” It’s easy to get carried away with new business ideas. The only danger is that, when you’re concentrating on what you’re selling, you sometimes forget what your clients really want to buy. I’ve been there, done it and bought the XL T-shirt. Audience neglect. Call… Read more
Hit home with your message. Get an ‘oooh’ from your audience.
I was shopping and I saw this display in a chemist’s window: “Good grief!” I thought. “Is that how much sugar is in a pot of yoghurt? I had no idea”. Well, I did have an idea. I’d probably skimmed over the ingredients countless times. But the facts only made an impact when I saw… Read more
Give your website a distinctive voice. Learn from the wireless. Part 2.
Got a degree? Forget everything you’ve learned about writing! At the time I was a bit put out. Yet the rule held good throughout my radio career. It’s still useful now, when I’m shaping companies’ stories for their websites. I’ll rewind. I’d started working at a BBC radio station. I’d just left university and was… Read more
Give your website a distinctive voice. Learn from the wireless. Part 1.
Good as far as it goes but remember your listener is just one person. It was the late 80s. The World Wide Web was only a twinkle in Tim Berners-Lee‘s eye. I was writing scripts for various BBC radio presenters. It was an early lesson that I had to learn quickly. My experienced colleague continued:… Read more
