Here’s a test for you. Take a piece of copy you’re currently using in your marketing and count the instances of the word ‘we’. Let’s call that value X. Now count the instances of the word ‘you’. Let’s call that […]

A friend of mine has finally published his e-book. It’s a sprat to catch a mackerel: purposely controversial, it challenges conventional thinking on something that people assume was nailed down years ago. He wants to upset the established order, and […]

Remember the days before email? Texting? Facebook (come on, it’s only been eight years)? Twitter? When you’re in the digital saucepan, it’s easy to forget that the water’s getting hotter. Bit by bit, the temperature changes, but so gradually, that […]

“Go on,” whispered my friend, “they’re so busy they won’t notice. You’ll never get caught.” But there was always the off-chance that I would. Yes, the Woolworths pick & mix counter was tempting to a nine-year-old like me, but the […]

The phrase has been imprinted on my brain for almost 20 years. The speaker was naked when he uttered it, which probably had something to do with the longevity of the memory. (Memory gurus  always say make the image outlandish […]