Gillian Best

Gillian Best, author of ‘The Last Wave,’ on what makes great writing

  Gillian Best is an accomplished Canadian author, swimmer and a seaside enthusiast. As a child she once dreamed of becoming a garbage man, or a surfer, though she eventually discovered her talent for creative writing. Like the sea, language has been a vital part of her life. I spoke to her to find out … Continue reading Gillian Best, author of ‘The Last Wave,’ on what makes great writing

market research

‘Just Google it?’ How to get proper market research for free

Proper market research is easily forgotten, and often ruled-out because of the perceived cost or time constraints. That's why it can be tempting to guess buyer personas. Or, worse still, leave them out entirely. But market research should be an essential part of creating any campaign. So if you're a small company, or a small agency, how can you do your research for … Continue reading ‘Just Google it?’ How to get proper market research for free

make america great again

What can we learn from bad American adverts?

A recent trip through the Mid-West taught me an awful lot about what makes good copywriting. Throughout America, billboards are used to line the giant interstate highways. Whatever the promotion, the tone of voice and visual style was oddly consistent. Few images, capital letters and slogans that are very, very direct. 'Don't believe everything you … Continue reading What can we learn from bad American adverts?

Why your business should probably use Facebook advertising.

I'm not a huge believer in multi-platform, spammy approaches to media. In fact, as my weight loss relaxation tape keeps telling me, 'Less is More.' Many businesses are rightly abandoning Facebook in favour of the more public platforms, or chasing after Snapchat, Instagram or the other next best new thing. Before you write Facebook off … Continue reading Why your business should probably use Facebook advertising.