The biggest mistake you’re making in your website content

Here’s a quick test: Go to the home page of your website and read the first sentence or phrase. Does it start with “We”? If so, it’s time to change your perspective. Just like your eyes glaze over when your date drones on about his latest juice cleanse, a prospect will lose interest fast in […]

Read More…

 

Your guide to having style

Is it “don’t” or “do not”; “can’t” or “cannot”? Can a subhead be a question? Is the hyphen necessary in “non-essential”? What’s the plural possessive of your company name? Is it even OK to modify the company name? These questions – and more – can pop into a writer’s head within minutes of working on your […]

Read More…

 

Engage your customers with a real voice

Just like in consumer marketing, the voice of a B2B company is an essential component of that brand’s identity. It steers all company communication – in person, in print and online – and gives the brand consistency across multiple messaging platforms. Consistency isn’t the only goal, however. Your brand’s voice should resonate with your customers. So, when […]

Read More…

 

‘Clickbait’ headlines won’t help you in the long run

We’ve all been there. You’re scrolling down a page, and there it is: a cryptic headline that promises to reveal something shocking, life-saving or unbelievable … all you have to do is click. Sadly, the content behind the link is usually as disappointing as the headline was mysterious. As marketers, we know that measurable results […]

Read More…

 

How to turn mediocre copy into tantalizing content

We’ve all been there. You write the best blog post, ad, white paper, story or (fill in the blank) ever. And then someone dumps all over it. The red sea of edits and corrections makes you wonder what went wrong. The thrill is gone. But you can bring it back. Here’s how … Know the […]

Read More…

 

How to take charge of a public relations crisis using social media

Businesses that experience a public relations crisis often turn to social media to help them manage messaging around the crisis. The companies that do it well follow a carefully considered PR crisis plan. In contrast, those that are unprepared could face a difficult time maintaining their brands’ reputation. Here are three tips to help your […]

Read More…

 

Use humor sparingly in your marketing or the joke will be on you

Humor can help your marketing stand out from the crowd and show your company has a personality – if you do it right. Consider these tips before putting your brand on the line: Tailor messaging to a specific audience. What’s funny to one group of people might not be funny to another. Rather than using a […]

Read More…

 

He chose … poorly. What does your word choice say about your business?

Malapropism is one of my favorite words. It sounds like a deadly disease for old boats, but it means you said something that was really close to – but not quite – the word you meant … and people laughed. Named for Mrs. Malaprop, the character in Richard Brinsley Sheridan’s play, “The Rivals,” the most commonly […]

Read More…