Speak your customers’ language
Jargon has become a staple in our business conversations. We use it for all sorts of reasons – to make us sound smarter, to relate to others in our tribe, to supposedly explain things in a more succinct or creative …
10 tips for writing effective, attention-grabbing headlines and titles
Whether you work as a copywriting professional or just dabble in blogging, it can be tough to summarize hundreds or thousands of words into one, short headline. Here are a few quick and easy tips to take your title or …
Getting past the defaults (and why you can’t sell customer service)
When we first ask a client about what makes them unique, their initial response often falls within a set of ideas we’ve lovingly come to refer to as “The Defaults”: Service Quality Respect Honesty Integrity Fairness Teamwork Reponsibility Trustworthiness etc. …
Your beliefs are your most important source of content
As we’ve been working on our own content strategy for the next six months, I’ve been doing a lot of thinking about what kinds of things we should be writing about. There are all kinds of options out there, but …
Words and user experience design: Writing for a process
User experience (UX) design is truly an art form I can’t possibly appreciate as much as I’d like. Mostly because it’s something I couldn’t possibly do. Thankfully, I can actually contribute to the user experience in my own way – …
Create a perfect tagline in 12 steps
Taglines are a real art, made especially difficult when you’re external to the organization requesting one. So where do you begin? How do you begin to narrow down an entire company you know little to nothing about into one well-crafted, …