Proper planning prevents…
I love the idea that there are three elements a customer wants out of a transaction: Good, Fast and Cheap… but they can only have two. Whichever you decide to drop, it’s worth looking a little at the time element as it’s often misinterpreted as purely the physical time it takes to create something. Understanding […]
Why you need a freelancer
It’s a hard sell to come into a business as an external freelancer and assure the owners and decision makers that I can create their customer messaging better than they can themselves. It’s their business after all, who knows it, and their customers, better than they do? But an external perspective is often missing when […]
Two sisters and a loving mum
Daughter one is going traveling after an unpleasant breakup. She has a bag packed, and her sister and mum have come to Paddington with her to say goodbye. Saying goodbye at the airport would have been too hard, too emotional, so Paddington is a good intermediate step. They are having a drink and a light […]
Gym guy, working on a laptop
A young-ish guy, clearly works out – maybe he runs his own gym or PT business? He’s come to a transport hub bar with a laptop to do some work. Perhaps his gym is nearby and is too noisy to work there? If he was travelling he’d be dressed differently. He drinks Guinness and sits […]
What’s wrong with AI?
AI isn’t going anywhere and it’s certainly not going away. I know there’s a lot of talk about AI spelling ‘the end for copywriters’ but I would argue the opposite is true. Copywriters who know how to put themselves in the shoes of a potential customer and recognise what problems they are facing, and then […]
American dude and an English couple
He’s been staying with the couple but is now going back to the states. The English guy is enthralled by his stories, his wife less so. When the English guy goes to the bar, conversation all but stops. When he returns it picks up. I think he’s trying to sell the couple on a lifestyle […]