What is a brochure? An ad? A radio commercial? A website? You get 5 points if you said they’re all marketing communications channels. But they’re also something more. You can’t be everywhere, and that includes everywhere your prospective customers are. So you develop materials such as ads and brochures to stand in for you. In … Read more
As the federal government debates the latest batch of tax proposals, maybe they need to give thought to what officials in Washington State did some time back. At a time when tax revenues are hard to come by, those officials boosted use-tax revenues by a whopping $800,000! Did they raise rates? No. Hire private investigators? … Read more
Many people use some words that don’t really need to be there. A great example is “appropriate,” as it’s used in sentences such as “once we review the information, we’ll take appropriate action.” However, saying “once we review the information, we’ll take action” is every bit as meaningful and effective. And because it says … Read more
Anyone who ever lived in an apartment or a college dorm knows that toothpaste offers a fast way to hide nail holes and other small injuries to the walls. And anyone who has ever tried to sell a house has probably heard that slapping a quick coat of paint on the walls can make the … Read more
If you’ve ever attended a spouse’s office party, you’ve probably found yourself staring at your drink after one employee says something like, “Yeah, but don’t ever give Bob a glass of 7-Up!,” and everyone else in the room collapses into convulsions of hysterical laughter. When the laughter dies down, your blank expression is answered with … Read more
One of my favorite stories about word choices is the one about the hospital that decided to open a walk-in clinic to compete with local freestanding clinics. The medical staffers who served on the hospital’s board chose to call it an “ambulatory” clinic, because to medical folks, “ambulatory” means that an individual is capable of … Read more
Remember when Cheap Trick serenaded Budokan with “I endeavor you to endeavor me/I desire you to desire me”? No, you don’t quite remember the lyrics sounding like that? Why did Robin Zander and company sing “I want you to want me/I need you to need me” instead of the substitutions in the last paragraph? … Read more
Are you unique? That’s good. Are you very unique? That’s not so good. No, I’m not suggesting that individuality is a bad thing. In fact, it’s a very good thing. A very powerful thing. And the word “unique” should be a very powerful word. Unfortunately, it’s misused so often that it is losing its … Read more
Most business owners and managers are eager to find good advice – and that makes sense. If someone else has expertise, why not borrow it (or at least consider it) when you’re making an important decision? But when you ask for that advice (or when it’s handed to you without a request), stop to ask … Read more
Most people whose jobs require that they sit through many presentations are well-acquainted with the concept (if not the term) of “death by PowerPoint.” It’s a reference to any number of excruciating presentation types. Perhaps the worst offender is the presenter who subjects you to copy-heavy slide after copy-heavy slide, and makes it worse by … Read more