Don’t just step into your reader’s shoes – take a big jump
Putting yourself in your audience’s position is a simple concept. But that doesn’t mean it’s easy. 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.
Tone of voice: fact or fiction?
Is any brand’s tone of voice truly distinctive these days? Or should those who create them be taking a leaf out of a different kind of wordsmith’s book? Read more
We are innovative? Come on, try a bit harder please.
Many years ago, calling yourself ‘innovative’ used to be, well, innovative. But over time, people started using this abstract word lazily – as a catch-all and without explaining exactly what they meant. Read more
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
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
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
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