Clear wording is vital for clear behaviour.

Freelance copywriter back at my desk after a great New Zealand road trip. Here’s what’s on my desk this week..

Write what you DO want people to do. Not what you don’t. You’ll send their minds off on a tangent otherwise.

Am I the only one who didn’t totally understand this statement from Patagonia at first?

I was described as brave last night. By a young woman who has just completed a 10 day OTC mountain trek in Kathmandu. Climbing to 6000 metres and dealing with the physical and mental strain of climbing (& breathing!) at altitude…

Celebrating Earth Day 2025 kiwi style this year.