by peregrinari Have you ever been to a technology website and not been able to figure out exactly what the product or service does (or indeed, if the company is offering a product or a service)? Despite the fact that I’ve worked in the tech industry for a long time, this still happens fairly regularly. Even […]
postaweek2011
5 reasons NOT to write like an academic
As schools everywhere are restarting and the latest crop of college graduates settles into new jobs, I thought I’d share a few of the harsh, early business writing lessons I learned on the job. I was an English major. When I entered the business world, I quickly found that what worked so well for me […]
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 […]
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 […]
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 […]
