"Hello Mr and Mrs Jones - lovely to meet you. I'm very pleased with Anna's progress in English. Now let's take a look at her progress in each of the key areas-" "-First, can you tell us where she's coming in the class?" "We don't actually have that kind of a ranking system in place in this ... [ More ]
Did you hear the one about the honest salesman?
When I was 12, my Mum very nearly bought a set of encyclopaedias from a door-to-door salesman. Standing next to her, I took it all in – the spiel about how wonderful these encyclopaedias would be for all the family, how our school grades would improve, how tear-proof the pages ... [ More ]
Good copywriting – make your writing disappear
The art of the invisible If someone commented on my work and said, 'That's poor writing', I'd be disappointed. But if someone (beside my client) said, 'That's excellent writing', I'd be likely to be disappointed too. Why? Because my copywriting has nothing to do with me and everything to do ... [ More ]
