LUCID has a media profile as a trusted and credible web copywriting/marketing communications authority, with regularly published contributions to media trade magazines.

A New-World Glossary of Marketing Terms
Marketing Update, an AMI publication, July 2003.
PDF 52 kb

Marketing adds its share of new words to our daily vernacular. The article examines some of our most recent additions.

The Path to Clear Copywriting
January 2003.
PDF 86 kb

As marketers, we pride ourselves on being great communicators. So how can we ensure our written communications don’t let us down?

Marketing Budgets – Another Casualty of War
October 2002.
PDF 58 kb

In the wake of the apocalyptic September 11, you could almost hear the ripping sound of marketing budgets all over the world being slashed simultaneously. A cautionary article about the risks of reducing your marketing activity.

Your Guide to Email Marketing
Folio, an IOOF publication, May 2002.
PDF 98 kb

An introduction to the principles of email marketing for financial advisers.

Selecting an ISP
Folio, an IOOF Funds publication, March 2002.
PDF 130 kb

Targeted to SMEs, the article provides guidelines to selecting the best ISP.

The Write Stuff
Marketing and eBusiness, February 2002.
PDF 720 kb

Three decades ago, your typical copywriter was male, worked in a “McMahon and Tate” style agency and came up with catchy little slogans. Today, this species is not only out-of-date — he’d be out of work too. So what should you look for when selecting a copywriter?

Marketing on a Shoestring
Marketing 101 Guide, IOOF Adviser Alliance™, 2002.
PDF 68 kb

A DIY marketing guide for financial advisers.

Should Your Business be Online?
Folio – an IOOF Funds Management publication, December 2001.
PDF 110 kb

The current catch cry in the marketplace seems to be “You’ve got to have a website”. But is this truly the case for SMEs?

What a tangled Web we weave
B&T Weekly,1 August 2001.
PDF 90 kb

How can you get intimate with your audience and speak their language? Discusses the importance of recognising your real online audience and writing the content accordingly.

Mind Your Online Language
Marketing and eBusiness, May 2001.
PDF 310 kb

Never before has clear and concise web content been so powerful... and so rare. The article highlights the risks of ignoring the fundamentals of effective online communication.