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
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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
Three harmless little words I’ll avoid in 2019
Avoiding three simple words may mean changing some sticky habits for Sara Howard. Read more
Want to be ‘innovative’? Leave it out!
Copywriters generally agree we should try to stem the tide of that over-used, meaningless, unspecific abstract word - innovation. But every company still wants it in their headlines. How innovative is that? Read more
Tone of voice, not groan of voice
Too many brands are trying too hard to make their tone of voice shout louder than the crowd – without considering the potential implications for their relevance, their credibility and, in some cases, their dignity. Read more
10 things clients never tell you about content marketing
In business, what people say and what they really mean are often two very different things. Here's Sara's cheat sheet to spotting the real meaning behind your next content marketing brief. Read more
No, a robot won’t be taking my job
These days, everyone seems desperate to tell me robots will take my job. The problem is, these people don’t understand what writers actually do. And yeah, maybe it’s sort of our fault. Read more
Writers’ picks for The Sydney Writers Festival 2017
It’s that time of year again. When the best writers from around the globe come together to excite us word-nerds and bookworms. Our Sydney office comes alive as we flip through the program, plan our festivals, and discuss our favourites. Read more
Paleo banana bread can’t make this script more palatable
It’s hard, as a writer, not to die a little inside when the first 30 seconds of a script shoe-horn in; “I’m off downstairs to get my paleo pear and banana bread…” and “I never thought I’d be working on a program supporting the modernisation across government.” Read more
What’s wrong with ‘about’?
Channel 4 News. I hardly ever watch it. But the other evening, my inability to find the remote led to a few minutes’ viewing of post-election coverage in the US. It told me a few things – but more through its style than its content. Read more