You’re probably familiar with the phrase “elephant in the room.” In the unlikely event you’re not, it refers to a difficult topic about which everyone is painfully aware, but that is so uncomfortable that nobody is willing to mention it publicly. It’s like the flask Aunt Sadie carries in her purse — everyone has seen … Read more
As GenXers begin to follow the Baby Boomers on their journey from milk to Metamucil, companies are making all sorts of changes to accommodate the needs of changing bodies. From lumbar supports in car seats to cushioned handles on kitchen utensils, manufacturers and service providers recognize the potential profit in catering to the comfort of … Read more
White papers are frequently utilized in the business sector, but they can also be incredibly effective for non-profit organizations. Investing time in developing white papers can yield numerous benefits for non-profits. Defining Purpose While mission and vision statements are essential, their brevity can limit their impact. A white paper offers a chance to expand on … Read more
Humans love to laugh. Whether it’s a favorite sitcom, the latest wacky movie, the joke making the rounds of the office, or the meme we’re reposting on our social, we all appreciate things that make us smile and giggle. So it’s no surprise that when we’re developing advertising and other communications materials for our businesses, … Read more
Technology has been a great workplace equalizer, allowing everyone to perform tasks that once required specialized skills, and flattening organizational charts as companies reduce headcount. But added responsibility doesn’t automatically equate knowledge or expertise. I mention that because a side effect of that change is a growing misconception that anyone capable of forming an opinion … Read more
Nobody likes to deliver bad news, but it can be just as challenging to share something good … when you have to do it in writing. To understand what makes it difficult, you have to consider the role that your written words will play. They essentially take your place when you can’t deliver the message … Read more
If your company is pioneering innovative products or services, you might find yourself at a disadvantage that educational white papers can address. Prospective customers are less inclined to choose something they don’t fully understand. While the benefits and superiority of your new approach might be clear to you, they might not be as evident to … Read more
As I brace myself for this year’s national election debates, I have empathy for the debate moderators, because their role is very similar to what those of us who write copy for a living do every day. (Another reason I can empathize is that I’ve moderated election forums before, and I know it’s not an … Read more
There’s an awful lot of anger in today’s world. From the presidential campaign, to professional sports coverage, to long lines at the neighborhood java joint, people are quicker than ever to raise their voices and snap at people. They often aim that anger at companies — maybe even yours. You’ll see evidence of it everywhere, … Read more
Case studies are one of today’s most effective marketing tools. In simple terms, a case study spells out what your company did (or how someone used your product or service to do something), how it worked, and the results that proved its value. The approach succeeds because case studies are factual, depending upon real-world performance … Read more