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
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
One of the most commonly expressed frustrations about writing is the inability to get started. Whether someone has to write something for work, for school, or for any other purpose, nine times out of ten, their struggle begins with the first words they need to put on the page. Some people call it writer’s block, … Read more
In a recent entry, I mentioned the value of a good swipe file for newsletter development. Another very handy tool is what are known as “evergreen” articles. What’s an evergreen article? It’s simply a story that provides general information, will always be appropriate for the audience, and isn’t time-sensitive. For a financial institution, evergreen … Read more
One of the many lessons I learned during my ad agency days was the importance of a good “swipe” file. Never heard the term? It’s simply a file (or box) where you threw ads, articles, brochures – anything you liked or thought was particularly effective. When you were given a tough assignment, you’d sift through the swipe … Read more
Want to know one of the most effective ways to connect with your audience? Instead of just telling them about you and your product or service, tell them a story. Our roots as humans go back to oral communication, and from the time we were children, stories have captivated us — not just the fairy … Read more
One of the most common advantages people cite about social media is the “fact” that it’s free. Your company can start a Facebook page, set up a LinkedIn profile, give your followers a place for pinning … and none of those things costs you even one cent. Or do they? Granted, they may not … Read more
One of the most common mistakes made by marketers is trying to cram too much information into their communications materials. It’s often the result of saying “well, we probably need to mention this … and this … and this,” along with a bit of “well, there’s some empty space. How can we fill it?” … Read more