Your Writer Is In Over His Head. Good.

Marketing communications writing involves risk, and your writer works on the edge of it. Your content is the big winner. When you assign a piece to your marketing communications writer – even a writer with whom you’ve worked before – are you certain she can do it? No, I mean really certain? Be honest with [...]

We Have the Writer. Now What?

“We want some marketing materials. How do we do this?” Let’s assume that you’ve hired the writer, or that he has hired you. What next? Target Reader The first thing we need to discuss with the writer is your target reader: Whose attention do you want to get, and what floats that person’s boat? Some [...]