In honor of August and the ‘dog days’ of summer, here’s a quick blog post to remind everyone of an essential fact: no matter how technical or high level the sale, our prospects are people. So, respect the fact that somewhere, in some corner of their brain, there’s someplace else they’d rather be. Here’s one […]
Be specific, it’s more interesting
Keeping your options open is a good thing in life. In marketing writing, however, it can be killer. If you try to make sure you communicate everything (oh, and we also do this!) you can losing the reader’s attention before you earn it. It’s better make a strong specific claim – even if you’re neglecting […]
Balancing SEO and natural language in website copy
photo © 2011 Frank Kovalchek | more info (via: Wylio) I’m working with a client that has just rewritten their website. The content is very readable and approachable. It should be quite effective … if they can get their prospects to find the site. The company has also provided me with a list of the […]
Tuning requires listening – in music and marketing
Something magical happens in choral singing when everyone listens and tunes with each other – the tuning locks, the overtones all kick in, and the sound is transformed to wonderful. Although each individual may be singing a little softer, the overall effect is more powerful. What does this have to do with marketing, you might […]
Pomp, circumstance, and inspiration
I’ve spent a fair amount of time in the last week listening to graduation speakers. In all honesty, these speakers are probably wasted on many of the graduates, who are already looking ahead to the next thing, without the perspective yet to absorb the advice. But the speeches are inspiring for the rest of us […]
Content Rules is an impactful … oops … great book on content marketing
It’s not often that I read a “business” book and find myself dog-earing pages and making little exclamation marks in the margins. But that’s what I did with my not-so-new-looking copy of Content Rules by Ann Handley and C.C. Chapman. While content marketing is becoming widely accepted as a marketing practice, it’s got a long […]
