Rarely have I encountered clients who become furious over word choices, but it does happen. I was working on an ad for a company in human resources, and used the phrase “to complement your staff.” Upon reviewing it, the client changed the largest word in that sentence to “compliment.” I changed it back, and the … Read more
Not long ago, I made a first purchase from an online retailer. The price was right, and the product showed up a day earlier than expected, so I was already impressed. About a week later, the retailer did something surprising. They mailed me a postcard with a handwritten message from an employee thanking me for … Read more
Way back when I started my business (in the days when the Internet was powered by squirrels in exercise wheels and nearly all websites were blue), I spent a lot of time in online forums and other sites that catered to the small-business crowd. Like the rest of the denizens, I was looking for sound … Read more
I’ve been working with companies for nearly three decades. I’ve seen a lot of marketing programs succeed, and I’ve seen a lot crash and burn. Many different factors play roles in that success or failure, but you might be surprised at the one element that always seems to be part of successful efforts. It’s organization. … Read more
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