Free From… empathy?
The most important ingredient in a writer’s recipe for success might come as a surprise. But it’s very, very important. And it’s worryingly absent in much of the marketing world. Read more
Here’s where we get to write to our own brief. Where we cast a critical, wry or observant eye over what’s going on in our world – and the wider world around us.
All writing-related, you understand.
Keep calm, and communicate clearly
In times of crisis, it's even more important to communicate clearly, regularly – and with compassion. Sara shares her perspective on COVID-19's impact from Australia. Read more
Value in the right words: How to measure your content’s effectiveness
Put simply, if your brief contains clear and measurable objectives, your content will be a lot more effective. Join Nikola as she explains which metrics work best when it comes to generating leads, building credibility and trust, and raising brand awareness. Read more
You’re the voice
Over the years, we’ve seen plenty of brand guidelines. But without fail, they have one thing in common. Roughly 96 pages on correct logo placement and colour palette, and two pages about tone of voice. Sara explains why this makes her cranky - and what she intends to do about it. Read more
All you have to do is ask: the art of a great interview
The most interesting writing today gives you direct insight into why people act the way they do. It expresses their thoughts and feelings in their own words. But how do we get these rich, colourful perspectives? All we have to do is ask. Read more
Sunshine state of mind: farewell from Elizabeth (Moose!)
Elizabeth Tucker from the Sydney team reflects on her time at Writers Australia and what she's loved about the culture before bidding us adieu. Read more
The best writing forms a relationship. Know who you’re talking to.
James explains how imagined audiences can bring your copy to life. Read more
Nobody ever got fired for writing management jargon…
Richard, with 'rant-mode' on high, has a proper go at the scourge of management jargon and muses on why there’s so much of the foetid stuff about. Read more
More than ‘pretty pictures’, marketing is a growth engine
Sara Howard spent two days mingling with CMOs at Sydney's APAC B2B Marketing Forum, and is relieved to report marketing is finding new and proactive ways to use content to enable sales - with measurable results. Read more
Getting better words #4. How to judge a writer’s draft.
Telling good copy from bad isn’t always as straightforward as you might think. There’s a lot to consider – while keeping a lid on your personal preferences. Fortunately, the fourth instalment in our ‘Getting better words’ series makes it easier for you by highlighting the essentials. Read more