“Marketing communications” and “I promise” don’t always fit in the same thought, but they should. Once you make the commitment to your customers, your marketing communications writer can convey it. There’s nothing more discouraging than a broken promise, and nothing more encouraging than an honored one. Which one do you want to make to your [...]
Step 1: Cut off its graphics. The writer was not happy. “I put a lot of time, thought and effort into the graphics I used for that white paper, and the client pulled out every last one of them before publishing the piece. It’s an eight-page wall of text now. What a waste!” She showed [...]
Case studies can be low-hanging fruit for the marketing manager, but it’s easy to get them wrong and end up with ineffective content posing as a case study. “I’ve got a series of webinars that are recorded interviews with customers,” the director of marketing said. “I want to have the webinars transcribed, then turn the [...]
A parable: Valuable content and searchability are as important to religion as they are to your marketing communication. In our parish, believe it or not, we pay a fair amount of attention to Sunday sermons. You can become blasé about sermons pretty easily, but I’ve heard several of my friends begin conversations with “Did you [...]
The marketable story is always there. It’s easy for us to lose sight of the best way to tell our story, though. And if we lose sight of it, our ideal reader will certainly never be able to find it. Hire a marketing communications writer who can tell you to cut out all the bull [...]
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