I love cooking. I find it very therapeutic. Producing something that gets immediate feedback (usually positive). Very different from my day job… I’ve taught myself to cook. Mainly from TV programs: Ready Steady Cook (loved that show). Masterchef (the UK one. Still the best, I...

I loved my MX5. Bright red. Bose speakers in the headrest. One of the first mobile phones in Australia to be installed into a convertible. Separate hard top, as well as soft. Polished within an inch of its life. Why would I swap it for...

I moved house recently. Those of you who know me will be slightly shocked. For seven years, I’ve lived on an island. A very small, scruffy, no-shops, no-water, no-sewerage type of island. It’s called Scotland Island. A magical place. Amazing community. Wonderful wildlife. I’ve raved...

Here’s a strange piece of advice. When you have to start writing, the last thing you need to do is write. By which I mean the last part of the writing process is putting pen to paper (or fingers to keyboard). No. There’s homework to...

This is something I do in my workshops. Just before lunch, when everyone’s tired. ‘C’mon,’ I say, looking at their bleary, wary eyes. ‘Let’s come up with 30 ideas in 30 minutes.’ You can imagine their surprise (and lack of enthusiasm). And that’s the point....

Punctuation. It’s a passion of mine. It has the power to completely change the sense. Take this well-known example: ‘Let’s eat grandma’. Now, that’s a worry. Until we add in the right punctuation: ‘Let’s eat, grandma’. One of my favourite examples is: ‘A woman without...

I’ve shared tips on the copywriting process in several other articles. About the all-important preparation. Or the craft of writing. Even how important the brief is. What I haven’t considered is how to structure your copy. That’s pretty important. How do you organise the information,...

According to research, 10 is the magic number. Yep. As reported on OK Dork, BuzzSumo analysed 100 million articles, looking for what content gets shared the most. Articles with lists of 10 got the most shares. Hoping that number works for me, too. If you...

I’ve been running copywriting workshops for over 25 years now. There are two common follow-up questions. One: ‘can you send me examples of briefing templates?’. I like this. You see, I’m a stickler for paperwork. In my workshops, I often bang on about ‘Good creative...

Michelangelo was once asked how he went about the sculpting process. His answer? ‘I saw the angel in the marble, and carved until I set him free’. How amazing is that? To see a thing of beauty in an unwieldy block. For me, this sums...