Heard not read

Why the long copy should sometimes be video and not the printed word.

I’m the editor of the building and renovating magazine for consumers, LookHome. Readers love the magazine and – not understanding the cost of publishing – always want more issues. The company sponsoring the magazine is always trying to wrestle more from its budget – and reach audiences in different ways.

In 2009 I created the web-streamed TV programme myLOOKHOMEtv as a way to really bring green design to life. The 30 minute monthly programme not only covered all sorts of aspects of sustainable building, it also gave watchers the opportunity to ask their own questions of the experts in the studio. The core concept translates to lots of subjects though – check out the back episodes and trailer here.

The installation video is another example of where this approach is more efficient and can introduce other more technical material. This series of installation videos for the Scyon™ range was written and produced by me in 2007/8.

Comments on this entry are closed.

Previous post: About the principal

Next post: Why complex should be simple

What I do:

There are lots of marketers and there's lots to marketing. However, one thing I'm exceptional at is animating industrial, non-glamour brands.

I don't mean ads. I focus on creating and evolving new maps of communication: pathways between brands and tribes of customers.
This could be:

Digital and print publishing
Editing and writing
Marketing strategy
Contact options:

T +61 2 8006 9115
F +61 2 8580 4684
E email@amandafalconer.com
Latest work:

A short book and accompanying video on affordable housing projects around the country - check out the pdf here .

The custom published, consumer magazine LookHome which I re-launched in 2007. I was the Executive Editor on issues
5, 6, 7, and 8 and most recently, the 2009 LookHome Design Annual.

I'll be editing the 2010 LookHome Design Annual later in the year.

A series of books for building materials company James Hardie, covering everything from the cost of construction to sustainability.

The Smarter Design Book

The Smarter Green Book

The Smarter Construction Book
My other sites:
- Amanda Falconer
- The Renovator's Survival Guide

A Blonde's Guide

Other projects…

In the world of How to books, the Dummies franchise unquestionably leads the pack. And if you regard The Complete Idiot's Guide as a mere follower - with the publishing might of Penguin behind it - then you could be forgiven for thinking that in launching A Blonde's Guide® I am simply barking mad.

While many Dummies and Idiot's books have great information, they're also often just like a meat pie.

A lot of gravy. Not much meat.

I know I'm not alone when I say I think my time is precious. So when I'm on a search to find out how to do something, I want silver bullets, fired fast.

Preferably delivered with a chuckle at the same time.

Unfortunately those Dummies and Idiots make me work too damn hard. They're just too long. They're frequently repetitive. They make me search for the gold. (Or silver.)

The other thing is, they're mostly books. And today, sometimes a book just isn't necessary or even the best way to transfer insights.

So I decided there was room for something else.

Silver bullets fired fast. Peppered with Blonde Moments® - the stories of real life stuff-ups. (Maybe it's the Aussie in me, but I love it when people can, as we say out here, take the piss. And while it's important to know what works, sometimes it's even better to know what doesn't.)

Delivered in a book when it suits, as a seminar when that's better, and as interactive web-streamed tv when that's better still.

A Blonde's Guide® . How to with a difference.