It’s a fine line between creative writing (self-expression) and strategic writing (other-regarding). In this job called “copywriting”, we are having a dialogue with a particular person. Our aim — turning a scanner into a reader. As social researcher Hugh Mackay says, “you’ve got to put yourself in their shoes”. And to paraphrase singer/ songwriter, Joe South, walk a mile in them shoes.
Love is ungendered. Beauty is ungendered. Humanity is ungendered. But the challenges of breaking down concepts of gender and its stereotypes can make us wonder, “where is the love, the beauty, the humanity?” Answers to this question can now be found in our series of two-minute articles …
Whether it’s three people or 30,000, the crowd feedback you get while playing a set can be the sweetest reward or the most bitter reality for a DJ. Smiles, swaying and hands-in-the-air are all indicators of the level of enjoyment in the room, more commonly referred to (both ironically and otherwise) as “the vibe”.
It’s 2023. Seventy-five percent of the fastest growing jobs require maths. The Gender ratio in STEM occupations is at an all time high — 60/40. And there’s now 48.6% more women in leadership roles compared to 23.5% back in 2022…
Thanks to your generosity, one more little girl now has a big smile on her face and even bigger ambition in her heart as she makes her way to Mekhala House.
The eDM Whisperer. An interview with Megg@Bennetts Jazz Club. Just like love, the idea of Christmas has inspired many a song rejoicing in it, wishing upon it, rockin’ to it, and making merry about it. The fact that there are over a million Christmas songs tells us this is a special time of year. A […]
A month doesn’t go by without me seeing my therapist. I need regular relief from the mind-sapping double whammy of the digital and material worlds. My nature demands that I stop the world for a few hours to reflect, recuperate and reconnect (with myself, others and the environment). So I’ve been going to the same place for treatment and healing since I was a junior copywriter back in the 1980s. That place (or more to the point, sanctuary) is the National Gallery of Victoria (NGV).
In case you’re not familiar with the F-Shape study, heatmaps from Jakob Nielsen eyetracking studies showed areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn’t attract any fixations. As you can see from these heatmap images, there was a fair bit of browsing, and but very little of the copy was red, therefore read.
