The Art & Soul of Marketing
Story Craft
THE Most Important Character in Your Business Story
Who's the Hero? Who's the Big Bad Wolf? Get it wrong and you lose your customer. Most businesses get it wrong. Learn how to reach a happy ever after ending. Learn More
Story Craft
How to Make Your Story 10 Times More Memorable
A little practical science on how to make your story, or any marketing message, 10 times more memorable. Learn More
Story Craft
How to Uncover Your Strategic Story
Corporate storytelling is regarded as an essential skill to differentiate a business these days, unfortunately there’s little guidance on how to craft a strategic story that works Learn More
authenticity
Dangerous Faces on Your Homepage
There's an alarming trend in web design lately for business owners to put big pictures of themselves on their business homepages.
This is bad marketing for many reasons.
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How to Brag About Yourself and Stay Humble
The secrets to bragging about yourself without coming across as a big headed jerk.
Practical tips to create powerful recommendations that will win you business.
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Marketers Need to Act like Dancers not Stalkers
Most marketing these days is downright creepy. Skin-crawlingly so when you get down to it.
Discover how not to be a marketing creep.
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How to Write a 2,000 Word Post that Actually Gets Read
There’s a lot of drivel going around the internet that 2,000 word or longer posts rank better on search engines and get shared more on social media.
Discover what's really going on...
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There is No Digital Economy, it’s Just the Economy
From haute couture to warehouse logistics, digital technologies are so enmeshed in everyday life trying to separate the digital economy from the actual economy is a fool’s errand.
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A Digital Dependency Intervention (Again)
Social media sites and digital media are not doing your business any long term favours.
An over dependence on them means your business can be held to ransom at any time.
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The Six Secrets of Great Results Nobody Tells You
Before you waste your time and money on advertising, analytics, conversion rate optimisation or digital transformation, here are six secrets that will give you the biggest breakthroughs in your business and marketing.
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The Myth of Digital Transformation
Seven out of 8 companies are failing at digital transformation. Are they doing it wrong or is there something else going on that most people have missed? Learn More
Digital transformation
Five Digital Transformation Tips [Infographic]
Five Digital Transformation Tips [Infographic] Learn More
Digital transformation
There Is Not a Shortage of Digital Talent in Australia
How many times do we have to say this?
I am sick and tired of seeing reports from recruitment agencies and other businesses complaining that they can’t find digital talent, it's absolute rubbish.
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Australian Business Lags in Digital Transformation
Many Australian businesses are still far behind what their customers expect and demand.
This leaves the door open for more agile start-ups to simply take their business and customers away from them.
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If Pizza Can be Disrupted, So Can You
The Pizza show on SBS recently showed a fascinating example of how every business is now a digital business.
Learn why you need to change your mindset about what digital techniology can do.
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How to Make an Offer They Can't Refuse
Are you wasting too much time testing minor things and ignoring the one thing that will make the biggest improvement to your results?
authenticity
How To Talk About Yourself Without Peeing on Your Leg
Some practical tips on how to write about yourself without spoiling your pants.
Learn how to avoid “We we” and its confederates "Aye aye, Mimi, Hehe and Chi chi," as well as the dreaded third person affectation.
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Why Small Text Size Will Lose You Business
The average text size on most marketing material is costing business owners money because it's too small and hard to read Learn More
authenticity
Why Being the Best is Really Bad for Your Business
One of the quickest ways to make your prospective customers throw up and leave is to say you are: “Australia’s leading expert in...” Whether you’re in real estate, marketing, training, or social media: Make the above statement and you lose all credibility with customers. Learn More
Story Craft
Titles Can Kill or Convert
Titles, headlines and headings cause more confusion for online writers than anything else.
Get them right, and you'll get more traffic, engagement and conversions; get them wrong and you get nothing.
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Never Send a “Do Not Reply Email
Using a Do Not Reply email address breaks the customer communication model and robs many businesses of the chance to really engage with their customers. Learn More
Story Craft
Is 35 Pages Too Long for a Product Story?
Learn how Apple uses very long product descriptions for great results. Learn More
Story Craft
How to Write for Digital
Too much about what is written about writing for the web comes down to rigid rules that can often do more harm than good.
A better approach is to take a more strategic look at your web writing and go from there.
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People Read on the Web the Same as They Do Offline
People read exactly the same way online as offline.
So called web copywriting gurus mistakenly say that writing for the web should be different.
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Remind, Reintroduce and Re-seduce
Just because someone signed up to your email newsletter or service doesn’t mean they have a clue who you are.
You have to start the relationship from scratch everytime you call.
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Learn From Master Storytellers
This clip with Ronnie Corbet and Harry Enfield is a short master-class in clever copywriting.
Obviously it's funny, but it's funny because the writers have done their research. Every line is packed with meaning, both subtle and obvious.
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