One of the best copywriters I know has few pet peeves about the craft of writing but makes an exception when it comes to exclamation points. She believes we should all be allotted a limited number of them at birth, and once we’ve exhausted our supply, we can’t use any more. It’s her way of […]
In a magazine column a couple months ago, I cautioned local business owners about the dangers of using their businesses as vehicles to promote their political beliefs. I noted that in today’s fractious climate, making your business political can cost you business without you realizing it. Other things I’ve seen business owners do are similar. […]
“Our primary objective for our new website is to have a cool design that will catch people’s eyes.” That’s a bad idea. “How can you say such a thing? We want to stand out.” No, you don’t. You want to connect. “What do you mean?” Tell me why you have a website. “Excuse me?” Why […]
Sales demonstrations may sound like a relic from the days when drummers peddled their wares from door to door, but the technique is as powerful as ever at convincing prospects of the value within what you offer. Back when the APL container ship line was trying to convince shippers of the many advantages of double-stack […]
Years ago, a hospital decided to open a walk-in clinic to compete with local freestanding clinics. The hospital’s leadership team chose to call it an “ambulatory” clinic, because to medical folks, “ambulatory” means that an individual is capable of walking under his or her own power. Patients failed to show up, and the hospital didn’t […]
You’re running a new ad or email promotion. You think it’s a good one, and based on the early response, your target audience appears to agree. That’s when the phone rings or the angry email lands in your in box. Someone is clearly upset with you. They don’t understand why you ran such an offensive […]
It’s right there. Right over there. You have to see it! For criminy sakes, it’s an elephant! A huge elephant! Am I the only one who sees it? No, I’m the only one who’s willing to admit that it’s there. You’ve heard the “elephant in the room” expression, most often when the family is gathered […]
If you find yourself having to write promotional or public-service copy that will be broadcast on the radio or some kind of streaming service, never forget the fact that radio doesn’t have a rewind button. If that seems obvious or silly, consider that with a print ad, a website, or a brochure, it’s easy for […]
A local magazine’s article about a coworking space included a number of amusing typos, but my favorite had to be when the author described the floorplan, noting “… comfortable booths and couches and desks with partisans to offer privacy.” Neither the writer nor the editor caught that one. Obviously, the author meant “partitions,” as in […]
People often put things in quotation marks to call attention to them or make them seem to be more prominent or important. But those quote marks actually have the opposite effect. When you surround a word with quote marks, it implies that you’re really not telling the truth. If your ads say a bracelet has […]
