Who’s your perfect customer? You don’t need to be an FBI profiler to pin down the kind of customer you want. Now consider: What kind does your marketing actually attract? If there’s a disconnect between the two, you have a serious marketing problem. As Seth put it: “Many of the products and services we use […]
Category Archives: writing
A Field Guide to Freelance Writers, Designers, etc.
Thinking of doing a little freelance writing or graphic design work? Or maybe you’re thinking of hiring one. The Freelance Switch blog has compiled an amusing Guide to Freelancers. It zeros in on 13 common character flaws — oops, breeds — the highs and lows associated with each type, and a glimpse into the impact […]
Why marketing hype ultimately fails
Hype is always a temptation when talking or writing about your company or services. Puffing up your features and benefits may seem like a good way to set yourself apart from the competition. But too much hype hurts you in the long run, when people realize that their expectations — the ones you set with […]
Do you repeat yourself? Do you? Well, do ya?
You should, you know. Everyone is busy, distracted, only half-listening. They’re quite likely to miss your marketing message the first time (or two). Business Week‘s Michelle Nichols says offering your customer the same information in different ways can help get your message across and close the sale. Her sales tips (paraphrased by me): Listen for […]
Having trouble writing about your business?
“You know the really hard thing about writing? You not only have to think up all the words, you have to put them in the right order.” — Rick Broida
If "Web site" is two words, shouldn't "webcast" be, too?
Should “blog” be capitalized? Does the title of a blog go in italics (like a book title) or inside quotation marks (like a magazine article)? Is “login” one word or two? Are you sure there’s no period in Dr Pepper? Nagging little questions like those can really slow down anyone’s writing or editing. But there’s […]
Does your writing need an editor?
Everyone know what a writer does. But what is editing? What does an editor actually do for (or to) your book, article, newsletter? Who needs an editor? Everyone who writes needs their worked edited — even famous journalists and novelists, says Dan Santow, a former magazine editor and now Edelman PR type. In his new […]