A Marketing Example
In the early 1990s in the City of London a unique telesales company was failing to meet targets, suffered from a high staff turnover, and...
Successful Marketing Campaigns Part 2
Continuing our series on why certain marketing campaigns worked: De Beers: A Diamond is Forever In 1999, the magazine AdAge claimed that...
Successful Marketing Campaigns Part 1
Some of these campaigns are not so recent. But in each case they struck home. A successful campaign is one which creates a motion between...
Learn what a story really is...
Learn: • what a story really is • what it is actually doing to and for you and other readers ​ • the magnetic power that attracts readers...
Subversion in Literature Part 2
Subversion can be a ‘good’ thing at certain times, when the cultural norms become oppressive, and a ‘bad’ thing when those norms are...
The Insights of Rumer Godden
Rumer Godden is one of the foremost English language authors of the 20th century. She won The Whitbread Award for Children's Literature...
The Antagonist Test
Is there anyone in your story who has the following attributes most of the time? • The person portrays himself or herself as...
Learn what a story really is...
Learn: • what a story really is • what it is actually doing to and for you and other readers ​ • the magnetic power that attracts readers...
The Refusal to Change
Protagonists grow and change, learn and develop: the story is the soil in which they do this. They are the part of the tree which is...
'Being' versus 'Doing'
Some writers ask me ‘What’s the difference between the action and plot of a novel and its ideas or theme?’ In the terms described at some...