Category Archives: Writing

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

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

Staying True

I’ll confess to struggling with integrity. No: I don’t steal from my clients, or mug little old ladies on the street, or cheat on either my taxes or my wife. For most of us at least, those aren’t the real … Continue reading

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Filed under Inspiration, Writing

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

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

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

The Question of Me

“To be, or not to be. That is the question.” – Shakespeare, Hamlet In most tech businesses today, life revolves around the Gadget. The Gadget can be anything from toasters to next generation telecommunication satellites. Gadgets can be thrilling. They … Continue reading

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Filed under Inspiration, Strategy, Writing

Time Is Money – Except When It Isn’t

When a major marketing campaign is built around only a few words at a time, you can bet good money that those words were chosen with care. The social human mind is full of fault lines, conceptual interfaces that represent … Continue reading

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Filed under Strategy, Writing