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 […]
What the writer wants from a product messaging document
My last post highlighted the top 5 reasons to create a product messaging document. But I neglected to say what should go into that document. The actual form and scope of a product message document can vary. I’ve seen 100+ page PowerPoint slide decks created by marketing consulting companies as part of a ‘positioning’ engagement. […]
Top 5 reasons to create a product messaging map
I was talking with a client the other day, who told me that he’d gotten some pushback for creating a product messaging document. Some people didn’t understand why he was spending the time creating an internal messaging document rather than diving right in to creating the outbound content. It may seem that I am stating […]
When graphics don’t work
Despite being a word person at heart, I love good graphics, and am always trying to find ways to incorporate them in my work. However, I sometimes run into a ‘graphics for graphics sake’ mentality that can be counterproductive. For example, I hear “Just add a couple graphics and it’s good” or “Can’t we just […]
