I’d like to see more organizations put as much work into implementing their mission statements as they do in drafting them. Mission statements, vision maps, shared goals, value statements and all their frame-worthy cousins fascinate me, though I confess it’s in a cynical way. Everyone has them, but I’m not sure why. I suspect it’s […]
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Is this an experience or is it nonsense?
The other day, I had a Convenience Store Experience. I didn’t start the day with the goal of having a Convenience Store Experience. In fact, I didn’t even know that such a thing existed. But as I pumped liquid gold into my car, the too-loud oldies music on the PA system stopped. A perky recorded […]
Toilet spiders and short copy
Did you realize that medical students in New Orleans are drugging visitors and stealing their kidneys? Or that the toilets in a major U.S. airport are full of venomous spiders? Or that people don’t read anymore, so you need to keep copy as short as possible? Looking for a common thread? It’s simple — all […]
Signs of trouble in your business
A recent visit to a healthcare provider provided an excellent example of how bad customer service — even before an employee opens their mouth — can undo the most carefully crafted business image. The facility for this healthcare provider is brilliantly designed. The interior décor is tasteful, with many deliberate touches and special finishes creating […]
When employees get in the way of messages
Most people don’t agonize about how communication works. We simply do it. If we leave agonizing to the academics, we can break communication into three parts. There’s the composition of what’s going to be communicated, the delivery of that message, and its reception by another party. As a writer who helps companies and other organizations […]
The best way to structure white papers
Deciding how to structure white papers is important before you begin to write them. While blog posts these days are typically between 700 and 1000 words, white papers are generally between 1500 and 5000 words. That typically works out to 6 to 20 printed pages. However, you shouldn’t set an arbitrary length. Instead, focus on […]
Advertising doesn’t have a Holy Grail
If you bring a group of business owners or managers together and ask them the most effective way to promote their organizations, you’ll get a wide range of answers and little agreement. One may insist on blogging, another on radio spots, a third on coupon envelopes, and a fourth may affirm billboards are the only […]
How a kid kept my business
We enjoyed the quick-service restaurant’s food, but their service was often way beyond poky. That evening, I called in our large order and was told it would be ready at 5:45. Arriving at exactly 5:46, I discovered that only was my order not ready; nobody had even begun to prepare my food. The manager shrugged, […]
Recent webinar on web writing
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! Webinar presented in May 2020 for Level Two Coworking
The secret to cloning your customers
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 […]