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 … Read more
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 … Read more
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 … Read more
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 … Read more
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 … Read more
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 … Read more
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 … Read more
As texting becomes more prevalent, the art of letter writing appears to be disappearing. Fortunately, some people still have opportunities to send letters, even if they do so via email. When I was teaching a class about writing better business letters, one participant wondered about the best way to end her missives. Is “sincerely” the … Read more
From an early age, we’re taught to put on a happy face, no matter what happens. So when I reference something in copy that could be perceived as negative, many clients are quick to request its replacement by something with a bigger smile. Generally, that’s not a good idea. Sometimes, what’s negative is actually far … Read more
I’ve spent many years in the advertising industry, and from time to time, people ask me if there are any books about the craft of creating advertising I’ve found particularly valuable. I’ve read many, but the single most influential upon my work is a tattered 1972 paperback that still occupies a prominent place on my … Read more