AI, machine learning and robots

Posted by on May 7, 2018 in Articles, Blog, Front page | 0 comments

What AI and machine learning mostly need is an image makeover. I’d like to set something straight. Writing about AI and machine learning does not always involve robots. Sometimes it does, like CHIRON, a pioneering ‘care-in-the-home’ system which in the future may help people to stay living independently in their own homes for longer. That’s just one application of AI and machine learning and would make for a good picture: a robot delivering a...

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Virgin vs The Gym Group: Who’s winning the sign game?

Posted by on Apr 11, 2018 in Blog, Design, Front page | 0 comments

When you visit the toilet on a Virgin Train you see this:At The Gym Group this is what you see: Two campaigns using a playful persona, only one is a success. The Virgin Trains one is irritating and tiresome – that’s even before Will Ferrell was brought in to provide the pre-recorded message: “Please don’t flush nappies, sanitary towels, paper towels, gum, old phones, unpaid bills, junk mail, your ex’s sweater, hopes, dreams or...

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Defining your target audience: Gaffers, best boy and grips

Posted by on Feb 20, 2018 in Blog, Front page, Marketing | 0 comments

I like to believe I’m a copywriter who understands my client’s industry and business, but what exactly is the difference between a gaffer and a best boy? Fortunately film critic, Antonia Quirke has made a series for BBC Radio 4 – Quirke’s Cast and Crew, where she explains who does what in the film industry. In the first episode, Gaffer & Best Boy, she talks to members of the film crew responsible for all things electrical. He who controls...

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Is finding your ideal customer in the DNA or A/B?

Posted by on Dec 29, 2017 in Blog, Front page, Research | 0 comments

How do you find your ideal customer? In the ideal world, you would conduct extensive research. You would learn about your target customer’s likes, their interests and occupation. In the real world, you may only know what pain point your product or service addresses. From that though, you can figure out what features would be attractive, and write about the benefits of buying your product or service. Often, you need to go mass market, and spray...

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How to write winning award entries

Posted by on Oct 25, 2017 in Blog, Front page, Marketing | 0 comments

Ever wondered how a product gets to be awarded ‘the world’s best’? It’s not a level playing field – yes, each product has an equal chance of winning. But not every product is going to enter, and the common mistake we all make is focusing on competition that isn’t even there. Most businesses aren’t doing anything to win awards, so they’re not competing with you. They are run by business owners who too busy honing their sales techniques or...

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When marketing automation goes bad

Posted by on Aug 17, 2017 in Blog, Front page, Marketing | 0 comments

Online reviews from happy customers are a great way to win more business. Marketing automation can help you, by sending emails to ask for feedback. But while automation can save you time, you also don’t want to make these mistakes. Today, The Body Shop UK sent me this email: Immediately I was suspicious – it looked like a scam email, the business name wasn’t simply the Body Shop. Learning point: Use a sender email address that’s consistent with...

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