Just as each generation believes it’s the first to discover the joy of sex, marketers and managers who stumble upon the power of storytelling often believe they’ve unearthed an extraordinary innovation. In reality, they’re simply learning what generations of their predecessors already knew and successfully employed. I chuckle every time I see a marketer promoting […]
If you think 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 that’s […]
“It’s just going on social media, so the usual rules don’t apply, right?” Planning to post a big announcement about his company, he thought there was no need be concerned with grammar and the like. My answer? No, you don’t have to worry about those things … unless you hope to be taken seriously. As […]
I was surprised to see a favorite non-profit had committed an illegal act. On the third page of a recent newsletter, they reprinted an item from Reader’s Digest. It was germane to their mission, and they kindly included a credit line. Still, they broke the law. Which law? Copyright law. Unless they formally obtained permission from […]
I don’t believe I’ve ever read anything written by a weasel, but the use of something known as weasel wording is far too prevalent in business and the public square. Many users see it as a clever way to mislead their audiences, but what it really does is diminish their credibility. Weasel wording is what […]
There’s a phenomenon I’ve long observed affecting the ability of people to write clearly and effectively. Economists and psychologists have referred to the phenomenon as the “curse of knowledge.” In simple terms, it’s what happens when we fail to recognize others don’t know what we do. When we try to communicate with them, we use […]
When presenting workshops on writing more effectively, I always tell attendees the most important advice I can offer is to eschew obfuscation. If you’re scratching your head, don’t feel bad. The two words are unfamiliar to most people. “Eschew” is a verb that means deliberately avoiding something or some act. If you’re allergic to okra, […]
Is proofreading important? Have you noticed the dramatic increase in the number of typos and other mistakes in materials produced by companies and organizations? I suspect it results from three factors: emphasizing haste over quality, relying on software spellcheckers, and unfamiliarity with spelling and language. Granted, the mistake someone at your company makes may not […]
The COVID-19 crisis led many B2B marketers to rethink how they reach out to prospects and customers. Stepping up your online presence may be a wise move, but only if you avoid some common mistakes. Whether you choose to beef up your website, expand blogging, introduce email marketing, host webinars, or take a stronger stab […]
“I hate writing!” Perhaps that should be music to my ears because it ensures a steady stream of work, but it saddens me. Many people dislike (or even fear) writing and are intimidated by knitting words into sentences and sentences into paragraphs. Nearly everyone needs to write now and again. Being able to assemble words […]
