Have you read the Slate’s latest article on podcasting? If you haven’t, check it out. Don’t worry, I’ll wait. Slate doubles down on podcasts Done? Good. Now, here’s a problem… Why did the Slate’s podcasts do so well when the Times and the Boston Globe flopped? It’s the same reason that people don’t read your e-mails, or your letters. Or, come to that, any of your advertising. Sorry to put...

I’m sure you’ve heard of the 80/20 rule. Here’s a variation: 20% of the quality produces 80% of the result. If you’re aiming at the higher tier of your market – a Selfridges rather than a BHS – then you need to remember this. Your customers are the ones who won’t be satisfied with 80% of the result, and will pay the cash to go the whole way. Another thing to remember is this: ‘result’ can...

Whenever I try something new, there’s always a bit of thinking involved. What am I trying to achieve here? What problems will there be? How do I fix them? Some of that makes sense. When I write a story, I should have a vague idea of who the characters are and what motivates them. When I write copy, I should know enough about the market and product to know why it’s going to appeal. But it can go too far. There’s always the...

What were you doing when you heard that Ray Bradbury had died? I found out in a Skype chat. As a few of us worked through an under-performing presell campaign for another member of the group, it was dropped in. I’m being a bit dramatic here. I’ve only read a couple of his books, and though they were good he wasn’t in my top 5 authors. (Yes, I have a top 5. And so should you.) But I’ve got to admit, the guy knew how...