The first rule of marketing communications should be “Don’t confuse your customers.” If they can’t figure out what you’re saying they won’t stick around to find out, much less trust what you’re selling. Based on the pitches I’m seeing and my copywriting/editing work with clients, here are ten of the current “worst offender” terms that [...]
I’ve been too busy with clients for any shameless self-promotion lately, so it’s a pleasure to point out the Harvard Business Review just came to the same conclusion I did a number of month ago: There are still things human editors can do automated algorithms cannot. A recent article by Eli Pariser, author of The Filter [...]
A client told me the other day that if a blog post on his site doesn’t mention his product, or convince people to at least learn more about it, it doesn’t do him any good. To be fair, the post in question was about the slow, but real, progress a customer was making implementing his [...]
All of a sudden, “transformation” seems to be cropping up in messaging from my clients and elsewhere in the IT marketing world. Transformation is suddenly something we all need to do to become thin and happy and rich and sexy. There’s even a Business Transformation Institute, an Army Office of Business Transformation and, of course, [...]
First, when the customer calls on the phone, start the automated message by telling me I can also get support over the Web. Translation: You’re not worth wasting a service rep on. Go to our Web site so we can save money by having you figure out your problem yourself.” Second, don’t offer [...]
isn't dead and when you should pay for it as part of your content marketing strategy.