Today, a story post, because my latest one is being a pain. I like stories with elements of the fantastic, but where the fantastic is just part of how the world works. Tamed fantastic. The kind of fantastic where a man can be followed everywhere he goes by a cloud of yellow butterflies, and no-one remarks on it. It’s just his thing. I think this is because I like the stories I read (and write) to have something to say…...

Today’s bit of early-morning reading was this from Technology Review, provided by the ever-reliable Tim Harford’s Twitter stream. It’s one of those articles written by someone who clearly doesn’t know that much about their subject… Advertising hasn’t been a black art since Claude Hopkins published Scientific Advertising in the 30s. If you think it is, you’re doing it wrong. That said, this...

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...