Archive for September, 2014


Think conversationally

We spend so much time thinking and writing, we can end up talking on air in the same style. That will be a guaranteed turn off to your audience. Why? Because the written article can be more densely packed with facts and stats. The print audience can dwell on a complex sentence, and are used to scanning it again if its import doesn't sink in first time round. Not so with the broadcast audience. Even if we're sitting up straight and listening ...