White papers and Winston Churchill share an important connection. One of today’s most effective marketing communications tools, the white paper owes its existence to a century-old request from British statesman Winston Churchill. White papers and Winston Churchill explored options In the early 1920s, while grappling with a tough policy issue related to the Middle East, … Read more
Recently presented a webinar on writing for the web for Level Two Coworking in Plainfield. I appreciate the opportunity to educate businesses about making their online presence more effective!
When you want to promote your expertise to customers and prospects, blogging and regular publications such as email newsletters can be powerful tools. (Print newsletters can still be a wise choice in certain situations.) I’ve worked on hundreds of blogs, newsletters, and other publications over the years, and watched other organizations grapple with them. I’ve … Read more
Many words have been misused so often that their meanings have started to blur – and writers who should know better start using the wrong words in the wrong places. A recent national magazine article reported that a particular musician had earned his notoriety by producing a couple albums. In this case, “notoriety” was the … Read more
You think your new ad (or email, or mailing, or commercial) is a good one, and based on the early response, your target audience appears to agree. Then the phone rings or an email shows up in your inbox. Someone is clearly upset with you. They don’t understand why you ran such an offensive message. … Read more
While trying to solve a recent problem with a retailer, I remembered that phone call from my father’s cardiologist. The aggrieved voice on the phone scolded me because Dad had missed that day’s appointment. Once she paused, I took a deep breath and gently explained that he failed to show up for the appointment because … Read more
Many companies and organizations seem to have a paranoia about repetition. Once they mention something in an email newsletter, a blog, or on a website, they don’t think they should mention it again. If someone suggests a repeat discussion of that topic, they’ll reject it outright, adding “we promoted that already” or “we already told … Read more
Customers stop doing business with you for any number of reasons. Those who were dissatisfied or angry probably won’t come back. But those who simply may have been tempted to do business with a competitor — or those you didn’t work hard enough to keep — may be willing to return and do business with … Read more
Been noticing more typos and other errors in articles, posts, and other materials prepared by the media? You’re not alone. We all make mistakes (I’ll admit to more than my share), but newspapers and other professional media outlets used to have procedures in place — such as a team of eagle-eyed copy editors — to … Read more
There’s a way you can “clone” your best customers, so you’re able to do business with more of them. It starts by really getting to know your current customers. The more you understand the reasons your customers chose you and what they really think about you — as opposed to what you believe they really … Read more