Category Archive for: Blog


Halftime advertising

It’s a tough job grabbing attention when the halftime whistle blows. Advertisers compete with selfies, beer queues, and bathrooms. If you’re really good, a few punters might entertain your message flashing on the stadium big screen. Apple certainly made a decent splash when they launched the Mac at the 1984 Super Bowl. Seven-figure production budgets…

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This month at Vernacular

Smart cities, artificial intelligence, cloud computing, and … graphic concrete. It’s been a mixed bag of storytelling this month at Vernacular, made more palatable thanks to real-life users putting these rather abstract-sounding services through their paces. Seeing is believing, as they say. We helped client NEC promote its smart sensor technology, used by Wellington and…

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A good list is never boring

A list is a great device for identifying items found inside a dust covered shoe box that sits abandoned in the middle of a cold concrete basement floor in a boarded up house at the end of a cul-de-sac made famous when its widowed owner was eaten by her labradoodle, Pepsi… But generally lists do no…

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A cure for boredom

Readers are easily bored. What can a writer do? Read master editor Sol Stein’s book: Stein on Writing. Quite possibly the best book about writing you’re likely to read, ever. The cure? Appeal to your readers’ emotions. You’ve got to touch the reader’s emotions to keep them reading on, says Stein. Good writing immerses readers in…

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Apple fan

Make your story sell: Don’t tell them what – tell them why

So much for grabbing audience attention. When it’s your moment in the sun; your one big chance to woo potential investors with your big idea, tell them something they don’t know. Opening statements like this one are the kiss of death: “Technology is changing at a fantastic pace.” Three would-be investors listened stony-faced to the…

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Headline or click-bait? You won’t believe what happens next

Search optimisation enthusiasts claim a good headline must include keywords from the story to win favour with Google’s search engine. But fixating on key words produces dull and boring headlines. In which case no one will bother to click on your story, even when they find it. The best headlines involve a play on words,…

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Business branding: This month at Vernacular

When a local B2B tech company asked me to help rebrand their business I politely declined and suggested they engage a brand consultancy. But they persisted, saying their budget didn’t stretch that far and, in any case, my experience in B2B technology marketing qualified me for the job. Being a pushover, I accepted, knowing that I work…

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How to write thought leadership articles

Cats on Youtube and Kim Kardashian. The competition for attention is tough. How will you cut through? For professional service providers the popular approach is “thought leadership,” with the hopeful aim of growing a reputation for your pithy insights and wisdom. If this sounds like you then you should read a paper published in 1971 by sociologist…

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Writing a winning award entry: This week at Vernacular

Industry awards are like professional tennis. You’ve got to lose a few matches before bagging a major. So naturally I threw my arms in the air when Vernacular client MediaWorks scooped the Media/Publishing category award for The EdgeTV at the TVNZ-NZ Marketing Awards 2015. I can’t claim credit for their performance, but I was really…

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This week at Vernacular

It’s been a week of thought leadership. We interviewed two senior executives at client Salesforce, testing one-line assertions and asking questions to build their arguments. Then we got writing. Read our handiwork on the Salesforce blog: The Quick & The Dead – Why Responding First is Critical; and The Challenge Confronting Banks. And keep an…

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