Why does he talk like that? Seven language ‘lessons’ from The Donald

Published on by in Blog, Language.

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Donald Trump, the uninvited guest at the 2016 election, has taken everything we thought we knew about running in a presidential campaign and turned it on its head. But for me as a copywriter, one of the most interesting things about The Donald isn’t his fluffy hair, his tiny fingers or his orange visage – it’s the way he speaks*.

If you listen and watch closely, you’ll hear and see explosive noun phrases, self-interruptions, departures from the theme, flashes of memory, odd side remarks; in a nutshell, the disordered language of a person with...

How much of copywriting is writing?

Published on by in Blog, Copywriting.

Contrary to what you might believe, not even half of the copywriting job is the actual writing. If I were forced to apply a ratio, I’d say only 40% of creating copy is actually putting words onto a page. The magic bullet that differentiates the successful copywriters from the less successful ones is the other 60%.

So if you’ve ever interviewed a copywriter, employed a copywriter, worked alongside a copywriter, or wanted to be a copywriter, you should know that:

1. Copywriting is problem solving

Long before the words start flowing, the copywriter is thinking about, and trying...

Book review: Recognising Postnatal Depression: A Handbook for Mothers

Published on by in Blog, Motherhood, Reviews.

As I began to page through this book, just the first few chapters, I kept having to stop and verbalise out loud how much I wish we’d had a copy when I started to experience symptoms of PND.

But, even in the early days, I was too far gone to read it myself. That’s why I think this book should be required reading for any husband who suspects that his wife isn’t 100%. Or any granny, friend, sister…

As the authors say, upfront:

“This book may not be for you but you may want to read it anyway...

Why I don’t envy stay-at-home moms

Published on by in Blog, Motherhood.

There’s a lot of contention in the mommy community. Breast-feeders vs bottle-feeders. C-sectioners vs natural-birthers. But perhaps the biggest chasm, and the one we tend to get tense about, is: working mommies vs stay-at-home mommies.

This is a letter to a stay-at-home mom, from me, a working mom. And I’m going to say something that isn’t said often enough – certainly not in public:

Dear Home Mommy,

I couldn’t do what you do.

You have my respect. I know people say, tritely, that motherhood is the hardest job of all. Blah blah. It’s always people who a) don’t have...

Is my cell phone obsession making me less engaged as a mom?

Published on by in Blog, Motherhood, Words of Wisdom.

About 5 years ago I took my daughter to a park. She was unusually clean (it was 3pm on a Sunday), beautifully dressed and without her dummy. So it was a magnificent photo opportunity, of which I took iAdvantage. Milla on the slide. Milla on the horsie thing. Milla on the roundabout. The only problem was, while I was photographing her, I wasn’t playing with her. So it wasn’t the outing it could’ve been.

Then, we went to her playschool open day, and I made the decision to leave my phone in the nappy bag. Granted, I have...