Ideas do grow through imagination. But their starting block is normally a simple fact, detail or opinion. Or, put another way, a message. When our communication fails to progress beyond information, and we don’t change it into idea form, we should not be surprised that response is slow.
Loading...Contrast works like the pendulum in a clock: to go one way, the pendulum has to first go the other. Each side provides momentum for the other side.
Popular conference speaker and writer who worked in TV, radio and magazines and as Tearfund’s Head of Global Brand and Communication.
Nobody cares! Your reader isn’t eagerly waiting for your [marketing] copy. In fact, they’d rather not read it at all. You have literally seconds to capture their attention before it jumps to something else.
UK-based copywriter and author of books on content writing.
An American researcher, professor, and author (The Design of Everyday Things). As Apple’s User Experience Architect (90's), he became the first person to have UX in his job title.
