Four things happened to me this week. OK, more than four things, but since you haven’t got all day, I’ll give you the short version. First, I hung out at Starbucks, which is better than any serviced office I’ve ever […]

Want people to read what you write? Of course you do. Then talk to them directly. You may not know their name, but they all have one thing in common: they’re all called ‘you’. Recently, I saw this sign at […]

Imagine for a moment you’re a small business. Maybe you don’t have to, because you are one. But imagine anyway. You’re looking for an accountant. First, you ask friends, but they say their accountants are all right, but not so […]

The most successful sales letter ever written had no headline, bullet points or flashy promises. It told a simple story, and generated $2bn in subscriptions for The Wall Street Journal. This is how it begins: On a beautiful late spring […]

Just the other day, this leaflet dropped through the letter box. The local council is thinking about installing these gizmos at bus stops around the county. So while you’re waiting in the rain with a dozen other bedraggled people, you […]