• How healthy is your wellness brand?

    If you’re in health and wellness, you’re in the right sector. According to the Global Wellness Institute (1), the global wellness economy was worth $4.4 trillion in 2020, and is predicted to grow to $7 trillion by 2025. The wellness economy is made up of industries that help people improve their health and integrate positive habits into their lives - think diet, exercise, personal care, traditional and complementary medicine, motivation and mindset. In marketing terms, health and wellness can be…

  • Who put the "asp" in aspartame?

    As a dietitian with a heavy caseload of obese and diabetic patients, aspartame became one of my best friends. “Go ahead and drink as much sugar-free fizz as you like”, I would gaily instruct my patients, happy to offer a carrot, rather than a stick, for a change. We dietitians were all over aspartame which, we were assured, was perfectly safe (and effective, of course). Imagine my surprise, then, to learn that the International Agency for Research on Cancer (IARC, the cancer research arm of the …

  • The AIs have it. Or do they?

    Aw, you gotta love AI. Seriously, you gotta! Because it looks like that's the direction of travel, whether you're coming along for the ride willingly or, God forbid, unwillingly. Content marketers can breathe a sigh of relief at the arrival of ChatGPT, for example. No more sweating over how to write a sea of content at lightning speed - problem solved. At last, digital strategists have a question-answering tool that can generate long-form content automatically, and quicker than mRNA transcripti…

  • Looking for a UX Writer?

    Just recently, I’ve had the pleasure of working on a wonderful app, that has tested my UX writing skills - specifically microcopy writing skills - to the max. What could be so difficult about microcopy, I hear you ask? Fewer words surely equals fewer creative and practical decisions surrounding words on the page, does it not? But hang on a moment. All words are not created equal. This is an important point to remember, especially for those who believe in paying Copywriters by the word (don’t get…

  • When a missing apostrophe becomes a catastrophe

    One could be forgiven for thinking we live in a post-grammatical world. Who cares whether every ‘t’ is crossed and every ‘i’ dotted? Hey, sometimes a slip of the keyboard is even an advantage from the SEO perspective… But not so fast. Just when you thought it was safe to abandon such foolish notions as accurate use of language, comes a stark reminder, in the form of an Australian legal case, which leaves us in no doubt as to the critical importance of grammatical perfection. Anthony Zadravic…