Category Archives: Story

Are They Not Reading, or Just Not Reading About You?

As a writer, I’ll admit that certain things bug me, probably more than they do other people.  Misplaced commas.  Capitalizations that don’t belong.  Sentences that start strong, lose the plot halfway through, and then wander off into the weeds.  Paragraphs … Continue reading

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What Election 2016 Should Be Teaching Us About Messaging

Setting aside whatever your feelings are about the issues, candidates, or campaigns, the events of this election year should be teaching us all a lot about effective messaging in the social media era. Basically, that historian Daniel Boorstin was right. … Continue reading

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Filed under News, Story, Strategy

Your Reader, Your Self: Quick Tips For Effective Written Communication

It’s one of the very first questions that come up in any technical marketing copywriting project: “Who is your reader?” The answer, of course, is never quite as simple as it seems. I try to explain to my clients that … Continue reading

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Things That A Case Study Isn’t

On the face of it, a corporate case study is about the simplest type of technical collateral there is. Structurally, a case study is the basic three-act dramatic formula that we are all familiar with: set out a problem, struggle … Continue reading

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Filed under Story, Strategy, Uncategorized, Writing

Boost Your Marketing Signal By Better Communicating Tension

Ambiguity is at the root of most marketing – and business – problems. In casual speech, we often use various words interchangeably when they mean very different things, and in the process we diminish the effectiveness and sharpness of what … Continue reading

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The Keys To Telling Great Marketing Stories

When was the last time you really felt engaged by technology marketing? From writing whitepapers about virtualization to developing case studies about modular building systems, folks like us are called upon by our clients to tell their stories. That’s our … Continue reading

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