Did you realize that medical students in New Orleans are drugging visitors and stealing their kidneys? Or that the toilets in a major U.S. airport are full of venomous spiders? Or that people don’t read anymore, so you need to keep copy as short as possible? Looking for a common thread? It’s simple — all … Read more
When presenting workshops on writing more clearly, I always tell attendees the most important advice I can offer is to eschew obfuscation. Whether I’m speaking to top execs or folks in the early stages of their careers, that advice provokes blank stares throughout the room. I didn’t create the phrase, but I adore it, because … Read more
A recent visit to a healthcare provider provided an excellent example of how bad customer service — even before an employee opens their mouth — can undo the most carefully crafted business image. The facility for this healthcare provider is brilliantly designed. The interior décor is tasteful, with many deliberate touches and special finishes creating … Read more
I wonder if you can answer a very simple question about your business. Do you do a good job? By that, I mean do you accomplish what you set out to do for your customers and clients? Do you provide more value than your competitors offer? Are your customers better off because they work with … Read more
After six months of tireless effort, your company’s new website has been launched, and you’re ready to announce it to the world. That’s probably a waste of your time. Hey, I get it. Everyone’s worked hard, and you’ve invested a small fortune into the process. Your new site is quite impressive, and you’re deservedly proud. … Read more
Most people don’t agonize about how communication works. We simply do it. If we leave agonizing to the academics, we can break communication into three parts. There’s the composition of what’s going to be communicated, the delivery of that message, and its reception by another party. As a writer who helps companies and other organizations … Read more
Every business has its slower moments. When they happen, instead of trying to find ways to kill time, use the opportunity to tidy up your website and other marketing materials and toss out the obsolete trash. That way, they’ll be updated when things get busy again. I rarely find websites that wouldn’t benefit from a … Read more
Remember when we started it? It was so exciting. The company was finally going to let customers know everything that was important. Each department had to contribute something. Management agonized for hours over the name. Sales came up with key customers to profile. The graphic designer presented a breathtaking layout. Finally, 20,000 emails arrived on … Read more
Marketing tools emanate from a variety of sources, but only white papers can trace their history back to one of history’s most consequential figures. During the 1920s, the United Kingdom faced some tricky political issues in the Middle East. Then a Member of Parliament, Winston Churchill asked his staffers to develop a paper exploring the … Read more
Many people will tell you there’s no such thing as a stupid question. Yes, there are questions that trigger involuntary eye-rolling. Sometimes they’re questions we’ve heard ten times too often. Sometimes they’re just plain dumb. But when it comes to communicating with prospects and customers, stupid questions are often a remarkably deep source of wisdom. … Read more