Kel Ashley

More than anything else, buyers in the 21st century want good quality information, and lots of it.

Enthusiasm for accessible and usable information led Kel to Zeald.com

Following a sales and marketing career spanning a diversity of industry groups (viz. manufacturing, travel, transport and banking), Kel took some ‘time out’ to pursue a love of communication, studying information design and direct marketing. Graduating with qualifications in both led to an intense interest in online communication. ‘The internet has revolutionised the way many of us approach our purchasing decisions, opening new opportunities to smart marketers’. Good communication doesn’t need to be ‘rocket science’. Sometimes the most effective communications are the simplest. Kel believes strongly that well operated organisations that communicate effectively with their customers can expect results.

One of the things about the internet that excites Kel is its capability to ‘test’ cheaply and effectively. Offers, copy, headings, timing, products and prices can now all be tested for effectiveness more thoroughly than ever, ‘and you don’t need corporate-size marketing resources to do it’, he asserts.

Many of Kel’s friends and associates have benefited from his ability to write effective business communications. In 2006 he formed MarketWrite Communications to assist businesses say what they need to, concisely and accurately. ‘Most businesses know what they want to communicate, but some have difficulty in articulating their message. I really enjoy assisting them,’ Kel says, viewing his association with Zeald.com as an extension of that goal. There are at least two ways of saying everything. When writing for the internet, the choice of words becomes even more important. Kel considers the two guiding principles of ‘audience and purpose’ paramount. ‘Words, language and document design should flow from those,’ he contends.

The other great love in Kel’s life (a distant second his wife, Deborah of course) is sea kayaking. A paddle to some deserted off-shore location to camp for a night or two is his idea of a great time. The concept has not been wholly embraced by Deb, at least not yet.

2007 was an exciting year for the couple — both their daughters married, they celebrated their 30th wedding anniversary and Deb’s 50th birthday! Kel’s looking forward to regaining the confidence of his bank manager, taking control of his fitness (yet again) and bringing more business customers into the Zeald.com fold.

An interest in youth development brought Kel into contact with Project K, an organisation founded by NZ mountaineer and explorer Graeme Dingle, and Jo-anne Wilkinson. Project K is dedicated to developing the potential of young people and Kel is enjoying his role as a mentor.

In a former life Kel enjoyed playing Rugby League with the Richmond Rovers (now Bulldogs) and St George clubs, reaching provincial representative level. Before a chance meeting with a sea kayak a few years ago, he indulged his passion for the oval ball on the Touch fields.

Contact Me:
P. 021 905 205
E.