What’s in your content: Marketing writing or corporate cheerleading? A parable for the marketing manager. A dear friend who does a lot of business writing once remarked, Compact, compelling copy that doesn’t fall into business jargon is tough. So much of it is fake words strung together with cheerleading. I’ve mulled that over for a [...]
Try to think of your ideal reader as a child. Have you ever met a child who preferred an explanation over a story? Explaining makes for lousy marketing. Dan Heath, Fast Company Writing for a Child As a marketing manager, have you ever thought of your ideal reader as a child? We learn not to [...]
White paper summaries or abstracts take time to write and to read. Are they worth it? They are if they help answer tough questions in a hurry. Do you rely on an abstract at the beginning of a white paper to tell you what you’re about to read? Do you think the readers of your [...]
Rescue your marketing communications content from the tar pit. Your readers can find it more easily and it will tell your story better. Around 1900, a few men standing near the La Brea Tar Pits in Los Angeles, California, realized that there were animal bones in the tar. “What a find!” exclaimed the first. “We [...]
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