Author Archive | Jackie

Why you need to find the feather

FeatherYou’ve probably heard of the butterfly effect also known as chaos theory? It posits that a small trigger can have a large impact, such as a butterfly flapping its wings and causing a tornado a few weeks later.

In behavioural science, there’s a theory known as nudge. Rather than forcing people to take the action you want them to take, it suggests that the best way to influence people is to nudge them in the direction you want them to go.

In an advertising book by Max Sutherland from, I think, the 1980s, he describes the secret of effective marketing as being like a feather on a seesaw. It’s another similar idea.

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Packaging. Wackaging. A little rant.

I don’t know about you, but these days, I struggle to open a bottle of milk.

Under the screwtop lid, today’s plastic milk bottles have a plastic/foil seal. You need immense strength in your fingertips to peel it, pinch it, and pull it away. Ideally, without spilling the milk (and crying).

I have no idea how old people manage it.

I’m not *that* old. Well, OK, I’m a *bit* old. After decades of typing, I admit my fingers probably don’t have the power they used to.

Also, I can’t open a yoghurt pot or soup carton without it splashing all over my hands and the kitchen worktop. Can you? If yes, please share the technique, because I simply don’t have it.

What’s more, I need scissors to cut open a bag of peanuts (I can’t tear the corner easily, even when it’s supposedly perforated). I also need scissors to get a new toothbrush or lip salve out of its packaging. And – as we all know – when you buy a new pair of scissors, you need a pair of scissors to cut open the plastic case they are encased in.

In this environmentally conscious age, single-use plastic has become a scourge. I look forward to the day when products are once again wrapped in, say, old newspaper. And when dairy products are served in refillable glass containers.

Oh dear, I sound like an old person.

Anyway, this leads into a topic I was asked to write about recently… what’s become known as ‘wackaging’. That is, wacky packaging.

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Reuse, recycle, repurpose

ideaDo you write blog posts?

If yes, it might be a good time to double-check why, and make them work harder for you.

One of the criteria Google uses to rank websites is freshness, so regular blog posts are a good way to nudge your way up the search engine rankings.

They can also be optimised as landing pages for SEO or AdWords. Once readers are on your site, they might be persuaded to buy from you.

Most importantly, blog posts are great for demonstrating expertise and adding value for site visitors.

But it doesn’t need to stop there.

Every article you write can be used in a multitude of ways. Here are some (mostly) free ways of leveraging your blog posts.

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Death of the Apple fan girl?

AppleI’ve been an Apple user since the moment they were invented – but I’m increasingly concerned that they are no longer fit for purpose.

I currently have a iMac, an iPad and an iPhone. I love the way they seamlessly connect together, and I use at least one of them every day. I also have an old MacBook (the white one – remember those?) I’m currently editing my new book on that, to keep it separate from my day job.

As you probably know, Apple products are the norm within the creative sector. We love the simplicity, and the shiny logo. Mac products are so beautifully designed that we don’t care they cost more than the equivalent functionality of a PC or Android device.

But we do know the rest of the world hasn’t taken to Apple as much as we creatives. So we adapt. We (literally) buy adapters. We use different versions of common software, and don’t complain (much) when things don’t perform quite as they should.

Until recently, I’ve managed to find a workaround for everything I’ve needed to do. But technology is beginning to defeat me. Here are some examples:

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