How to sound like a good writer. Even if you aren’t.
They may eject me from the from the underground writer’s union for revealing this. We like to keep this stuff secret, hoping that more people will hire us for the heavy lifting. But here goes, anyway. 1. Delete your first…
B2B and Enterprise Marketing: It’s emotional first. ROI and the MBA chatter is a distant second.
“We sell to the enterprise. We need to sell our value to the organization and our ROI and cost savings and/or improvement in performance/profitability.” Wrong. You will bore people to death with that. You will lose. Your buyer doesn’t care…
Two IT guys walk into a bar . . .
They settle in. The first one orders two beers, then turns to his friend: FIRST ONE: So I heard you guys started moving some apps off your servers and into a cloud service. SECOND: Well, yes. In today’s resource-constrained enterprise…
Explaining arcane insurance
Forget the features and benefits. Forget the bullet points and coverage terms. Tell me why and how I would need such a thing. Written by me, produced by the video team at Chubb Insurance.
The little-known power of captions
An update to conventional wisdom. “A picture is worth a thousand words.” Actually, a picture with a 25-word caption is worth a thousand words. The rule: Always run a meaningful, informative caption under every photograph in your web content, web materials, whitepapers….
