Category Archives: Strategy

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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Filed under Story, Strategy, Writing

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

If Your Outbound Marketing Is Easy, You’re Doing It Wrong

      So recently I was targeted by a certain sales rep with a certain prominent company that does inbound marketing software – basically, marketing automation that relies mainly on social media and pay-per-click campaigns. They stay in business … Continue reading

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Filed under Productivity, Strategy, Writing

The Danger of Tech Silos in the IoT Age

The thing about specializing, particularly in technology marketing, is that it is so easy to silo yourself. And that represents a big problem in most technology service provider marketing departments. Silos happen when a company, division or entire industry splits … Continue reading

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Filed under Strategy

Being Your Own Best Expert

Not long ago, on a rainy January afternoon in the office, I took some time out to catch up on some long overdue cold calling. I will admit without reservation that this isn’t my favorite activity. Occasionally it bears fruit … Continue reading

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Filed under Strategy, Writing

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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Filed under Story, Strategy, Writing

What Your Customers Want To Read

One of the most frustrating parts of working as a marketing creative today is that, no matter your particular skill or specialty, there is no end to the parade of people ready to tell you that customers only care about … Continue reading

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Filed under Strategy, Writing

Adapting in the Agile Marketing World

If you’ve been working at all in the world of marketing over the last few years, no doubt you’ve encountered the word “agile”. Lifted from the lexicons of manufacturing and technology, agile marketing is a philosophy of embracing the sheer … Continue reading

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Filed under Strategy

On Finding Your Value Core

If I had to point to any single problem that nearly all companies had in common, it would be this: they only talk from one side of the argument. Everyone is important. Every product is revolutionary. Every new business initiative … Continue reading

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Filed under Strategy, Writing

Making Design Work

Everybody has a different idea of what design is – and that’s most of the problem. When you’re trying to wrangle the conflicting opinions and priorities of your creative team, your sales people, your product managers and your customer support … Continue reading

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Filed under Design, Inspiration, Strategy