If your customers work at big corporates, two academics have an insight for you: your customers are probably functionally stupid. Mats Alvesson and Andre Spicer, two professors of business, make that assertion in their book, The Stupidity Paradox, which the AFR Weekend has extracted. Employees in big organisations stop questioning showy ideas to rub along…

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Last week I was shopping for wine and had to pull a bottle of Leaning Cow shiraz off the shelf. The askew label on the front made it irresistible; it was the copywriting on the equally atilt label on the back that made me buy it. Compare the charming story on the back of the…

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When a client said he wanted the copy on his fitness website to have a Japanese sparseness, I knew what I had to do to get the tone right. It’s something that will help you with your writing as well. This week’s video explains what I do to hit different tones and moods in my…

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