Computer-talk figures in the imaginative games of Celia (10) and Max (7). 'This is Lizardcom and the old country is Lizardmania,' Celia quickly explains. Max's lizard is attacking Lizardcom in an army truck. 'Watch out! The upgrade has been cancelled...
Blog: Content writing and content strategy insights
Those deadly section start-pages
You click on a menu item such as Products and land on the top page of several (or hundreds) of more specific pages. It's those top pages that produce more than their fair share of utter garbage on web sites...
Paperclips beat myrrh (usually)
The content of presents and web pages have much in common. Shiny red wrapping with a holograph pattern attracts the greedy eye. (A professional design provides a worthy wrapping for good content.) Sticky tape holds the wrapping firmly. (The web...
When adulation backfires
One rule that marketers find hard to grasp is that online, people prefer objective writing to hype. We don't just dislike 'boastful subjective claims': we read it more slowly and understand less. In Nielsen and Morkes' classic study, just removing...
Why don't adults write better?
Writing is a weak area in the Student Outcome Overview 2001-2005: Research findings on student achievement in reading, writing and mathematics in New Zealand schools. This report aggregates and analyses results from a number of ongoing studies. The picture is...