by Gill Booles | May 7, 2018 | Articles, Blog
What AI and machine learning mostly need is an image makeover. I’d like to set something straight. Writing about AI and machine learning does not always involve robots. Sometimes it does, like CHIRON, a pioneering ‘care-in-the-home’ system which in the future may help...
by Gill Booles | Apr 11, 2018 | Blog, Design
When you visit the toilet on a Virgin Train you see this:At The Gym Group this is what you see: Two campaigns using a playful persona, only one is a success. The Virgin Trains one is irritating and tiresome – that’s even before Will Ferrell was brought in to provide...
by Gill Booles | Feb 20, 2018 | Blog, Marketing
I like to believe I’m a copywriter who understands my client’s industry and business, but what exactly is the difference between a gaffer and a best boy? Fortunately film critic, Antonia Quirke has made a series for BBC Radio 4 – Quirke’s Cast and Crew, where she...
by Gill Booles | Dec 29, 2017 | Blog, Research
How do you find your ideal customer? In the ideal world, you would conduct extensive research. You would learn about your target customer’s likes, their interests and occupation. In the real world, you may only know what pain point your product or service addresses....
by Gill Booles | Oct 25, 2017 | Blog, Marketing
Ever wondered how a product gets to be awarded ‘the world’s best’? It’s not a level playing field – yes, each product has an equal chance of winning. But not every product is going to enter, and the common mistake we all make is focusing on competition that isn’t even...
by Gill Booles | Aug 17, 2017 | Blog, Marketing
Online reviews from happy customers are a great way to win more business. Marketing automation can help you, by sending emails to ask for feedback. But while automation can save you time, you also don’t want to make these mistakes. Today, The Body Shop UK sent me this...
