About us

Our story & people

Our story

Every Magneto trainer has decades of real-world experience as a copywriter, journalist or both.

We’ve written speeches, ads for TV, radio and print, direct-marketing campaigns, white papers, tenders and, well, pretty much anything you can pay someone to write.

We distilled all this experience into our tasty, secret sauce, The Magneto Method: a set of principles and techniques for applying copywriting psychology at work. Whether you’re speaking or writing, the Magneto Method can dramatically improve your results.

We’re proud to have trained over 12,000 enterprise employees in the Magneto Method since 2005.

That’s 12,000+ people writing more clearly, concisely and persuasively.

And getting more done. (Did you know communication skills boost productivity? Research proves it.)

Most of our clients are large enterprises in diverse industries.

You have software? 

As we grew, we needed a way to help people when we weren’t there. So in late 2014, we launched Credosity for Microsoft Word and Outlook. It’s a real-time editor useful in its own right. But it’s also brilliant for keeping our learning alive and measuring behavioural change.

In September 2018 we transitioned 100% to Credosity Online.

Read all about it. 

Why the name ‘Magneto’?

It has nothing to do with Marvel’s levitating super villain. But everything to do with flying.

The father of one of our founders, Paul, was a pilot. In some aircraft engines, a magneto is a crucial part that generates a high-voltage current. 

That’s our goal for you: To generate a high-energy spark in your mind, helping you see the world differently and rise above the rest with excellent communication skills. 

So that’s our story. Want to make us part of yours? 

Our vision

​To boost global efficiency by simplifying the world’s business communication.

Our mission

Reduce the time it takes for enterprise employees to create clear, concise, engaging and persuasive communication.

Our Team

Paul Jones

Co-founder | Trainer | Speaker

For 18 years, Paul’s principles and frameworks have helped blue-chip CXO teams through to graduates change how they write, think and lead at work. He’s a highly engaging keynote speaker (see his speaker page) and corporate communications expert who’s passionate about the intersection of psychology, behavioural change and communication. A copywriter by trade, Paul co-founded Magneto Communications (www.magneto.net.au) in 2005 with Petrina. Magneto has grown to be a leading enterprise offering for communication skills in Australia. Paul inhales books at every chance, loves fitness hacks and is a closet Rocky Horror fan.

Jon Maxim

Communications Evangelist | Trainer

Jon is an award-winning copywriter and highly experienced facilitator. For 30 years, he’s helped thousands of clients in the UK and Asia Pacific—from huge global corporates to tiny boutique brands—develop compelling messages. As well as running workshops with Magneto, Jon runs advanced copywriting and marketing courses for the Australian Direct Marketing Association (ADMA), New Zealand Marketing Association, Australia Post, and more. His teaching style is fun, yet informative. Engaging, yet practical. A walking Wikipedia of comms knowledge, Jon is a master at sharing insider tricks to getting your message heard.

Neryl East

Communications Evangelist | Trainer

Neryl’s extensive communications career has seen her writing and presenting TV and radio news, helping leaders convey clear messages, authoring books and even announcing at the Olympics. She has a PhD in Journalism, and her book on media and reputation, The Headline Edge, hit number one on Amazon in three countries. Neryl is also a Certified Speaking Professional – an international designation awarded to only a small percentage of professional speakers. With such deep experience, her interactive masterclasses are compelling. They’re filled with real-world stories and examples that empower people to apply the learning back at work.

Petrina Buckley

Co-Founder, Managing Director

Petrina has over 20 years experience in business development, project management, product development and marketing in creative and commercial industries. Her expertise is in helping subject-matter experts transform their thinking into rich learning opportunities – the type that add deep value in an organisation. Petrina co-founded Magneto Communications in 2005 with Paul (the guy above). In 2014 she led the development of Credosity, driven by a deep belief in just-in-time learning. Fave things? Ocean swims, exquisite stationery, quirky comedy and dark, dark chocolate.

Heather Woods

Training Events & Experience

Heather’s a digital connoisseur with over a decade in digital-media publishing, client service and business development for yahoo!, Ingram and Epson. She keeps things humming for us and our clients. If there’s a simpler, better way to do something, she’ll find it. (We call her ‘Heath-aaah’.) Client success is her mission; she won’t rest until everyone is beaming. She’s mum to two small tornadoes (lucky she’s uber-organised), is a copywriter who contributes to several blogs, and lives blissfully in NZ. Obsessions: lux travelling, lush food and live music (rock ‘n’ roll, baby!).

Nick Hodge

Technical Lead - Credosity

Nick’s a rare koala: A software industry professional (20 years) with practical sales-management experience. He’s a recognised and respected member of the developer community in Australia. Nick’s depth and breadth of skill across both technical and business means he understands how to blend systems architecture with an exceptional user experience. He loves to build, and it shows. He previously held the coveted title of Professional Geek at Microsoft. Also: Adobe Systems, Apple.

Virginia Edwards

Marketing, Design & Comms

Virginia (‘VV’) is a consummate all-rounder across marketing, technical, design and client delight.  She has a broad background in publishing, education and product development. A self-confessed tech geek, she’s famous in these parts for brilliant design thinking. And a mum to three cool munchkins! Her talent? Making the extraordinary happen online and in real life for the Magneto crowd. Thanks to a shared passion for quality, learning, humour and good, strong coffee, we’re having a grand time helping you #writeyourfuture

Our big WHY: Raising the global literacy rate

In Australia, only one in five children in remote indigenous communities can read at a minimum standard. When you use Credosity, you’re part of our dream to raise the literacy rate by supporting the Australian Literacy and Numeracy Foundation (ALNF) in Australia.

Globally: If all students in low-income countries left primary school with basic reading skills, 171 million people could be lifted out of poverty – the equivalent of a 12% drop in world poverty.

Here’s more about the problem we need to solve together. Once equipped with the power of reading, children have greater opportunities, become life-long learners, and realise their full potential. Sound like a better world to you? It does to us.

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