The right title for your audience

The right title for your audience

“Little Mermaid’s umbrella turns up in the Andamans”. What does this title say to you? If you saw it turning up in your local paper, accompanied by a photo of an interesting plant, would you want to click and read more? For us, this title made us think “Ooh, the...
Know your audience

Know your audience

When I ask scientists, researchers and academics WHO they want to reach, one phrase comes up time and time again: the “general public”. But who is this mysterious “general” public? Does a stockbroker have the same values and priorities as a social worker? A...