When creating a website, a brochure, or an ad, many people believe the only thing that matters is the raw facts. “Nobody has time for fluff,” they insist. Given their insistence on using fact-based material, they choose to use brief bullet points instead of sentences and paragraphs. I won’t argue that bullet points are certainly … Read more
Long ago, Sir Walter Scott penned some advice today’s business leaders would be wise to remember: “Oh, what a tangled web we weave/When first we practice to deceive!” That quote came to mind after a greeting-card envelope appeared in this week’s mail. No return address, no stamp, just a colorful envelope. I slit it open … Read more
As social media grows, all sorts of companies and organizations have been trying to court followers. You probably receive solicitations through Facebook and other platforms asking you to like their pages, follow them, or take whatever action fits the specific channel. Visit a store or a restaurant, and you’ll see the same. I drove past … Read more
If you’re looking for a powerful way to differentiate your company from your competitors, I have a simple suggestion: just fulfill your promises. I know that sounds ridiculously simple, but recent experiences with companies that depend upon top-notch service to draw repeat business have convinced me that far too many organizations see promises as tactics … Read more
It’s time once again to present some typos and other amusing mishaps that appeared in the media. I don’t poke fun at individuals for making mistakes, but professionals should know better. All three of these examples involve the use of the wrong word. In each, the writer chose a homophone of the intended word, and … Read more
If you bring a group of business owners or managers together and ask them the most effective way to promote their organizations, you’ll get a wide range of answers and little agreement. One may insist on blogging, another on radio spots, a third on coupon envelopes, and a fourth may affirm billboards are the only … Read more
We enjoyed the quick-service restaurant’s food, but their service was often way beyond poky. That evening, I called in our large order and was told it would be ready at 5:45. Arriving at exactly 5:46, I discovered that only was my order not ready; nobody had even begun to prepare my food. The manager shrugged, … Read more
If I asked you to name the single most powerful word in marketing, which word would you choose? Many people claim it’s “free,” while others insist on “sex” or something similarly salacious. But none of those answers is correct. The most powerful word is one of the most common and simple words in English, and … Read more
The client wanted to advertise in a local publication for the first time in years. I had sent other business to the printer who produced it in the past, so I emailed my customer service contact with a simple question: is your company still printing this publication? Instead of answering my question, she replied with … Read more
As I pointed to a clunky phrase, the client waved me off. “Don’t worry about the language. It’s a proposal, not a marketing piece.” She saw my confusion and explained, “We don’t need to waste our time making the language flowery or sales-y sounding. This is just so we can get all the details together … Read more