Blog.
Notes on scripts, campaigns and clearer messages: finding the point, shaping the story and cutting what clouds it.
How to Help Your Draft Survive Feedback
Rejection is hard enough. We all want to be understood, and that includes our Christmas campaign copy
The Hidden Architecture of a Memorable Message
Because great vibes aren’t enough
Why Clarity Beats Charisma
How to make a message sparkle without resorting to glitter
How to Talk to People You’ll Never Meet
Getting your message right when you can’t read the room
Stop Selling, Start Storytelling
Turns out emotion converts better than block caps
Every Campaign Needs a Human Truth
Don’t know about you, but I cry at ads – not data
Radio: Background Noise or Consumer Whisperer?
Write radio spots that land, while they unload the dishwasher
Saying Everything to Everyone, All at Once
Instead you’ve said nothing to anyone
Up the Stakes to Make Your Viewer Care
If everything’s fine, what are you fixing?
How to Be Really, Really Persuasive
Clue: talk about them, not you
Script First, Then Shoot
Why skipping the script costs time and money
Brand Voice & Video: Say It Like You Mean It
If your script could belong to any brand, it probably shouldn’t belong to yours
Video Scripts: Essential Ingredients
How to make a showstopper. Not 90 seconds of nicely lit waffle
Brief Encounter
The tragedy of what’s left unsaid
How to Write Voiceover
Rhythm, tone and timing tips for any budget