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…

Don’t write product copy. Write a product review.

When you’re stuck for a fresh and engaging way to talk about a product, don’t look for inspiration among other marketers. Most of them are recycling the same tired ideas. Instead, study product reviews. Go…

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,…

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…

Icons and idols: Writing wizards

This comes under the heading Seldom Asked Questions. SAQ. “Which writers have influenced you the most?” Tom O’Neill of Exodus Capital Advisors was the first client who had ever asked me that. He explained that…