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Style guides: why are they important?

July 15, 2015 | Web content, Writing

I’ve recently finished up developing a style manual for SANE Australia. I’ve also just finished editing one for Medibank Private. The general impression of a style guide might be that it’s a long, boring document determined to strip any ounce of […]


Health copywriting: it doesn’t have to be boring

March 4, 2015 | Writing

Sure, there’s a time and a place for everything. Humour isn’t always appropriate in a health setting (it’s all about context), but this piece jumped out at me yesterday, and I just HAD to share. It’s a great example of […]


Essential qualities of great writing

February 19, 2015 | Writing

Curious? Find out more about these 8 essential copywriting qualities.


Finding the story in statistics

January 21, 2015 | Education, Not-for-Profits, Online Strategy, Small Business Tips, Social Media, Web content, Writing

Statistics give credibility to any piece of work, from a tweet to an infographic to an article. But stats are so often overwhelming. What do these really mean? To help your audience engage with the true meaning of your statistics, […]


Boosting authority: are you a leader in your field?

January 13, 2015 | Online Strategy, Writing

I was recently scrolling down my twitter feed and noticed a couple of things. Firstly, the people who were sharing spammy boring stuff quickly lost my attention and interest. Selling is boring. Then I noticed that one of the people […]


5 reasons your business needs a blog

December 16, 2014 | Education, Not-for-Profits, Online Strategy, SEO, Small Business Tips, Social Media, Web content, Website Tips, Writing

If you’re running a business a blog is pretty much a no-brainer these days. Sure, there are still nay-sayers out there, but their voices are thin and distant and they’re probably sitting on a porch somewhere rocking with a pipe […]


Medibank and ahm – it’s all about tone

September 25, 2014 | Writing

It’s always exciting to see the final results of a project. After months of hard work, lots of back and forth and immersing myself in the tone, style and audience values of Medibank and ahm, I’m really pleased with the […]


The case against ‘good’ and ‘bad’

August 11, 2014 | Writing

Mediocrity be gone! Join us in the fight to banish boring, dull and unhelpful descriptions.  


All about copywriting

August 4, 2014 | Writing

As a copywriter, I read lots of blog posts and articles about copywriting. Go figure. There’s so much to know about us. We are creatures of mystery and intrigue (or so we like to think), so here are some of […]


Meme Monday: Ryan Gosling

June 16, 2014 | Writing

Yep, it’s a Monday and I’ve gone and got the sillies. At least I used them productively, right?