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….
Don’t write product copy. Write a product review.
When you get stuck for a fresh and engaging way to talk about a product, don’t look for inspiration among other marketers. Most of them are copying each other. Instead, study product reviews. Go to the trade press and the…
Product literature should be literature
It’s interesting that we call our marketing content ‘product literature’, or ‘sales literature’. Most of the time, of course, it ain’t even close to ‘literature’. Those product sheets and web pages are pretty stiff reading, mostly. (I know. I inflicted…
Technical copy, Banana Republic style
How do you make a technical product sound alluring? How do you make the thing come alive? How do you get techs to think, “Oooh, I want that”? Try a trick that I swiped from the old Banana Republic catalog….
