Home » Journal

Brevity Is the Soul of Wit

…wrote Shakespeare in Hamlet. Only most of us aren’t brief.

You have pressing information, a delicious new product or a life-altering service that benefits the world! You believe in it, which is essential for success. It propels you and keeps you going even on the worst days.

The problem is, you don’t connect to your potential fans through belief alone. A mass of information sits between you and them—the ones who will really get you and like what you offer. Read more

Messagecraft: Benefits Light the Path

If there’s one thing you can do to activate your brand image, it’s to improve your writing.

Better writing connects with your customers or prospects.

People feel connected if, when reading your copy, they feel like you have considered their desires, fears or needs.

And people who feel that way want more of what you’re selling. This goes for selling a plumbing service, getting people to read your annual report or attracting new members.

One thing that prevents this connection from happening is a focus on features, often masquerading as benefits. Read more

Permission To Be Demanding

You’re hiring a designer or marketing person and can’t wait for the process to unfold.

Or…maybe not.

Most likely you have some uncertainty. You don’t know how to choose a consultant. You’ve never been through the process. You don’t know which questions to ask. You don’t speak the same language. You’re worried about money. You have a committee to please. You’ve got your other work to do.

Oof. Read more