Is it time to change your act?

copyright: Louise RalphI was playing charades with some friends recently (okay, some of us never grow up). Apart from us all rolling around in fits of hysteria, it was an interesting insight into human nature.

Someone would get up to perform their charade and, after the usual ‘third word, two syllables’ mime routine, they’d launch into vigorous actions, most of which nobody could decipher.

They might be acting out the Sound of Music, but we’d be convinced they were channeling the Karate Kid while washing their car.

But instead of changing their actions, they would keep repeating the same thing…over and over again. As they became increasingly frustrated, those same actions just got more expansive and frantic.

By the time they’d dropped to the floor in exhaustion, we were convinced they were trying to be a wide-mouth frog washing an elephant.

It made me think about how we communicate – in business and in our personal lives. When was the last time you paused and actually checked the way you communicate? Is it working, or are you going through the motions, getting increasingly frustrated because you’re not ‘being heard’?

Albert Einstein defined insanity as doing the same thing over and over again and expecting different results. Evaluating communication takes time and effort, but it is vital if you want to get a return on your (financial, emotional or physical) investment.

Now is a great time to look at what works and what doesn’t – and take a fresh approach to your communication in the new year.

But I have to go now. I’ve just been asked to act out ‘photosynthesis’. Tip: Avoid playing charades with scientists or children.

“The greatest problem in communication is the illusion that it has been accomplished.”

George Bernard Shaw

Another dragonfly flashback: First published in The Buzz, our e-newsletter (2006).

Are you getting your message out there or in there?

What’s your approach to communication? 

If your communication plan is focused on getting your message ‘out there’, you’re not alone. It’s easy to gather ‘hit’ stats these days, so we’re starting to believe a hit equals being heard.

We even measure media campaign success rates by the number of centimetres a story got in the newspaper, divided by something to do with ad $$$, times the… What’s that about?

It’s time to take the road less travelled when it comes to communication… and think about how to get our messages ‘in there’. Because (to really mix metaphors) using communication tools as a battering ram isn’t a good look.

And keeping ‘at it’ won’t make an impact, especially if what we’re doing is telling people what we want them to know.



Why isn’t anyone listening?
he trouble with communication is that people aren’t computers. We can’t put data in and expect a certain result. The way people behave, what they need, and why they ‘buy’ are more complex than the connections on our motherboards.

So if we want to do more than just get our messages out there, we have to take a good look at the market, who our clients and customers are, what they’re buying, and why.

Who are you talking to?
Think about Richard Branson’s fresh approach to promoting and running his airline. He succeeded where other ‘budget’ airlines had failed. Why? Because he knew exactly who he was talking to. And it wasn’t business class fliers.

Virgin was all about getting more average income earners in the air. And it started with a client-focused approach to communication.

What’s in it for me?
What will your product or service do for your client? Think benefits. Compare a Virgin ad to one for 
another airline’s business class. Different audiences… very different benefits.

Client benefits are about feelings and needs. Looking good (to peers, shareholders, clients, friends), working smarter not harder, being seen as ethical and (these days) green, being more profitable, saving time, being instrumental in getting the job done (…and therefore looking good), and more.

What is it that will make our existing or potential clients/customers listen and act on our messages?

A new way of talking
It takes a lot more thought and it’s not an easy process. Most of us are locked into just getting our messages out because that’s where our bosses or clients see value for $$$ – and it’s a hard habit to break.

It’s like learning another language. We have to take small steps, do the groundwork, and practice, practice, practice. And it helps if we can get others understanding and using the same language. 

Changing our language might help change the way we approach communication.

Because the companies that know how to get their messages ‘in there’ are the companies that succeed.


Adapted: Article first published in the Dragonfly Ink’s e-newsletter, The Buzz, in July 2008.


Are you a random ‘capitalist’?

alphabet People contributing to technical reports and other documents usually have highly specialised skills – like engineering, architecture, science, accountancy and IT.

So they don’t have time to think about pesky grammar rules – which means things can go a little pear-shaped.

Not that we’re complaining. It keeps editors like us out of trouble and means we don’t have to sell body parts to make a living…

Many of the reports we work on suffer from ‘random capitalisation’. Capitals for emphasis. Capitals to show someone’s role is important. Capitals because a word looks like it should have one.

Using capitals can be tricky, so here are some quick tips and examples to keep those capitalist tendencies under control…

Wrapping the caps

  • The first word in a sentence is capitalised
  • The pronoun ‘I’ is always capitalised, e.g. I think I can
  • Use capitals for proper nouns – names, nationalities, places, brands
  • Never use capitals for emphasis, e.g. This is correct, but This is Not Correct
  • Don’t use capitals for roles unless it’s part of the name, e.g. Mayor Bird and Mr Bird, mayor of Birdsville are both correct capitalisation of ‘mayor’
  • Unless they’re part of a title, words like ‘project team’, ‘feasibility study’ and ‘environmental impact assessment’ shouldn’t be capitalised.

Something I prepared earlier

Copyright: Dragonfly Ink Using capitals for document titles and headlines can also be a style thing, so check your organisation’s style guide to find out their preferences.

We hope this helps you eliminate those capitalist tendencies – in you or others. Meanwhile, we’d better get back to saving the world… one capital letter at a time.

Keeping it simple…again

After a few years of being (almost) buried in technical writing and editing projects, I’ve decided there is no better time than right now for my dragonfly blog to take flight again. So arm doors and cross-check… we’re off!

I’ve always been a KISSing fan – that’s keeping it simple for success. So I often smile (and occasionally grit my teeth) at the things I read, virtual red pen at the ready.

Things like: “If in the situation where damage may be caused to the machinery during the towing of the machine…”

How much easier just to say: If machinery could be damaged during towing…”?

Unfortunately, most of us learnt to write ‘long’ at school and later during our tertiary education adventures. After all, we had 1,500 word essays to write – so getting to the point wasn’t exactly, well, the point.

But think about people in work situations, particularly on work sites like construction and mining. They have to get the job done, may have finished school in Year 10, and often have English as a second language.

Look back at that first sentence about damage during towing. If you’re like most people, you probably missed the second word (‘in’) so the sentence didn’t make sense until you read it again.

The worst part – it’s only the opening phrase and already your brain is switching off.

And when it comes to people’s roles and safety on a job site, switching off is not what we’re aiming for.

Here’s what we do want:

  • clear, simple language
  • tailored to your audience
  • with information they need and can trust
  • in a format that’s easy to follow.

So say what you mean and keep it simple for success. That’s smart.

Revealing layers of history: Ken Fletcher Park

Copyright: Louise RalphFor our first site visit to the former Tennyson Power Station site on the Brisbane River, we dragonflies were offered a long wooden stick each.

To beat a path through the long grass, we asked. No, to warn off the brown snakes, the site manager said.

It was the beginning of an interpretive journey which, while challenging, didn’t involve slithery encounters.

Copyright: Louise Ralph

river people, river connections…

Touched by floods, shaped by civilisation

It’s hard to believe that a relatively small tract of land not far from Brisbane’s CBD could have such intricate layers of history.

Like the river itself, the connections run deep – from Traditional Custodians and lost explorers, to mills and mansions, and from a power station to centre-stage tennis and an elite residential development.

A project like this requires the successful collaboration between the client, landscape designers, graphic designers, researchers and copywriters, and all the trades that go into its execution. But its success goes beyond that.

Copyright: Louise Ralph

Ken Fletcher (1940-2006) was arguably the best tennis player to come out of Brisbane.

It’s the people who share their stories and knowledge that make the difference.

To reveal the layers of history that have shaped this place, we talked with an Aboriginal Elder, community groups and individuals, a former power station employee, demolition contractors, the Queensland Energy Museum curator, historians and more.

Seeing a project like the Ken Fletcher Park come to life and being part of the process is always exciting.

Now, wandering (incognito) through the park, it’s fantastic to see kids at play and so many people enjoying the parklands – and stopping to discover the stories of this place.

Not just glancing at each panel and moving on, but actually reading and pointing things out to each other.

Now that’s what I call success…

Copyright: Louise Ralph

While civilisation shapes the landscape, floods remind us that nature has the ultimate power. Ironically, as I take this photo on 28 January 2013, the river really is rising in the background, and Brisbane prepares for another flood…

Copyright: Louise Ralph

Brisbane’s aquatic hotspot: Sharks could often be seen in the river here, basking in the warm exhaust water discharged from the power station.

Wrapping up 2012

If you’ve had one of those years…


…when living in the fast lane has had its drawbacks


but you’ve managed to face every challenge with dignity, grace and, most of the time, a smile…

we wish you a fabulous silly season – and time to celebrate your achievements as you wrap up 2012

We hope you’ll hang out with us dragonflies in 2013!

Disclaimer: We’d like to acknowledge the ‘stuck animal’ images, but they came via email, from somewhere in the world. So thanks, whoever took them and whoever passed them on. They always make us smile…

Do clicks really count?

In our social media driven culture, its easy to get caught up in living for ‘like’ and counting clicks.

I’m not just talking your average social media junkie here. Businesses have been caught up in it too.

It’s tempting to evaluate the success of your social media campaign by the click rates, and to believe that going viral is the holy grail.

But do clicks actually covert to ‘sales’ or increase brand awareness?

This tongue-in-cheek take of the click obsession is food for thought: The BUYRAL Video – Professional Clicking.

The Internet Advertising Bureau’s Social Media and B2B Marketing White Paper, released earlier this year, is a useful guide to all things social media. It also includes information on tracking and measuring your social media efforts.

As for me, I’m clicking off for now. A bientot!