Ask the Author: Paddy Rangappa
Answered Questions (4)
Paddy Rangappa
I don't always! But the advice I gave above is the best way - by forcing myself to write, even if as I write, I see it at awful. I find the second run - editing and improving - is fun and I WANT to come back to it. So I force myself to do the first part - writing SOMETHING.
Paddy Rangappa
Write! What I mean is start writing even when you have only a germ of an idea or a rough outline of your subject. Don't wait to 'think it through' fully. And don't pause to edit until you've written a couple of pages at least, even if you think it's not coming out well as you write. When you edit it later you can improve it - sometimes you may change it completely - but you need something to start. Wanting to write something 'really good' often prevents people from even getting started!
Paddy Rangappa
I'm attempting my third book - it's the second fiction novel, also humorous (I hope!), like the first, Been There Bungled That
Paddy Rangappa
A few years ago, when a McDonald's market in the region launched its delivery service for the first time, I tried to convince the people responsible that the ad was pedestrian. “How can you say that?” was the aggrieved reaction. “Delivery sales are growing fast because of it.” But McDonald's Delivery was a new service that was filling an unmet need. It was bound to take off, irrespective of what advertising was employed, but good advertising would have created a stronger brand and faster growth. However I found this idea difficult to explain to people heady with success. That’s when I first got the idea for this book. It got cemented a year or so later when McDonald's started conducting a quantitative return on marketing spend analysis and we saw that good brand advertising, which made an emotional connection, actually generated a higher return on marketing investment. The book simply expands on this concept.
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