If you think that sending a more powerful message is the best way to get a rise out of your audience, you’re probably wrong. Oh, it’s a popular request, and people tend to equate popularity with effectiveness – just look at most presidential elections. But following the herd is rarely the most intelligent approach, and … Read more
We all have to share news we’d rather avoid now and then. Could be a cost increase. Perhaps it’s a layoff. A cutback in business hours. A product upgrade that’s been pushed back. Worse-than-expected earnings. Or a security breach. How you communicate bad news has a significant impact on your organization and its reputation. In … Read more
The continued explosion of social media is a clear reminder of just how badly we humans want to connect with each other. Unfortunately, too many companies completely ignore that reality when they try to communicate with customers and prospects. Doesn’t matter whether they’re using social media posts, an email, or a website – they do … Read more
Companies and other organizations develop technical documents like white papers and blogs to explain the advantages they offer or to educate their stakeholders about situations or issues. Unfortunately, all too often, those efforts fall short of their objectives. Their target audiences come away not knowing any more, so the organization’s team has essentially wasted the … Read more
Not so long ago, we thought of information as a prized possession that was to be guarded closely. Today, those who are willing to share their knowledge can gain a competitive advantage. As with so many things, the arrival of the digital universe changed everything. Now, when we want to know about nearly anything, a … Read more
Mark Twain’s take on prevarication remains as accurate today as when he penned it: “There are three kinds of lies: lies, damned lies, and statistics.” We live in an age in which we’re overwhelmed by information, and a large share of what we consume is in the form of statistics. A key reason for that … Read more
Do you think it’s wrong to ask questions in the headlines of your ads and other marketing materials? Years back, I had a boss who loathed questions. Bring him an ad headline with a question, and he’d reject it instantly, sputtering, “But what if the reader says no?” I’ve encountered many people like him who … Read more
Our ears frequently deceive us. We hear a word or phrase, make assumptions about its spelling, and then find ourselves using it. Sometimes, we use it correctly, but sometimes we’ve confused it with a similar word. There are many that sound identical but actually have vastly different meanings. Think those misuses aren’t a big deal? … Read more
It was a great radio commercial that brought a smile to everyone who heard it. The message was on-target, reassuring, and powerful. And after it had aired for a week, a panicked bank president pulled it. You see, he had received angry phone calls about it. Two of them. During the commercial, a toddler refused … 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