Marketing communication writers need more than features and benefits to write effectively. Ask these three questions early and often in the writing process. It takes 21 days to form a habit. Let’s hope it doesn’t take you 21 clients to remember to ask a few important questions at the beginning of each marketing communications writing [...]
Every phenomenon reaches a point where everyone is gunning for it. Facebook’s time is here. Jessica Shieh reports in Marketing Profs that recent studies suggest the buzz around Facebook may be in the fast lane to diminuendo. For many of us, dizzied by the number and variety of social media channels in which to tell [...]
“Cleaning up” copy is harder and more nebulous than it sounds. When you want your marketing communications writer to go over existing text, keep a few lessons in mind. Jean, a marketing manager for a new client, sent me a creative brief for some Web copy. As I was finishing the copy, she sent another [...]
What else does your marketing communication writer write? You can learn plenty from it. Your Content Buffet is the smorgasbord of content you use to tell your organization’s story: case studies, white papers, newsletter content, blog posts, technical overviews, brochures and so forth. Consider that your marketing communication writers have their own Content Buffet. You [...]
Too much focus on your ideal reader is a good thing. It’s the marketing communications writer’s job to enforce that focus. My new client’s CTO is bright and busy, and he talks fast. I was on time for my appointment in his office to interview him on server virtualization, and before I’d gotten to my [...]
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