The case for (and against) simple words

Posted on Oct 19, 2015

We’ve been campaigning (for decades, actually) for simple words. Forceful, direct, authentic messaging is more effective than bizspeak or thesaurus-inspired gibberish. If you check out our Cover Letters From Hell, you’ll read our grumblings about those who choose obtain over get and embark over go. A simple, clear noun or verb beats the hell out […]

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Has your strategy caught up to … this month?

Posted on Oct 13, 2015

Last month is so … over. Hear what the panel of experts had to say. IF you’ll be in Chicago on October 27 & 28, hear the experts discuss the very latest advances in strategies and measurable tactics to advance your brand in the crucial digital advertising space. I’ll be on a panel Tuesday afternoon: Tell […]

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“DocThink” is a marketing mistake.

Posted on Oct 7, 2015

One of the big fat truths that emerged in the last digital blink of an eye is this: Stop thinking Document when you should be celebrating Process. Let’s face it. Most of us grew up with documents. Books, magazines, articles, term papers, manifestos, holy books, envelopes in the mail, brochures – forests of loblolly pines […]

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Show and tell. More to the point, Show vs. Tell.

Posted on Sep 1, 2015

In the eternal quest to do those very hard things – to get people to change their brand preferences and purchase intentions – the level of difficulty ranges from “very hard” to “dragon-slaying-blindfolded-on-a-unicycle hard.” Two communications strategies must be considered. Show and tell. [See (and hear) more here.]

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Never forget how selfish your prospect is.

Posted on Aug 31, 2015

A selfish prospect? There’s no other kind. That’s why marketers are always talking about benefits. All sing praises to the virtues of the products or services delivered by their brand. Okay. Agreed. Clearly that’s a big step up from naively talking about features, which will get your knuckles rapped in Salesmanship 101 class. Features are, […]

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Can snake oil survive the crowdswarm bubble?

Posted on Aug 25, 2015

We see plenty of blog posts about the coming End of Bad Products.  Now that there’s a digital crowdswarm bubble™ as I call it, marketing pundits think it’s no longer possible to get away with ineffective or inferior businesses, product lines or even items. Crowdswarm Yelp reviews will kill that restaurant with the rude staff. […]

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Subway quits Jared cold turkey, hides in their bunker.

Posted on Aug 25, 2015

Just as Caitlyn Jenner stole the media spotlight from Deflategate, Jared Fogle took the news cycle by storm. BUT – was he Jared Fogle, or Jared from Subway? Subway wants to make it clear: they are absolutely not associated with their former spokesman. Not a bit. Never heard of him. They cut ties and the […]

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The tactical wisdom of [READ MORE]

Posted on Aug 13, 2015

Every marketing communication must navigate between two dangers: saying too much, or saying too little. The more common error is saying too much, stressing too many benefits in an avalanche of words. (“Too many notes, Mozart.”) It’s a frequently fatal fear: Your prospect might not fully grasp the many compelling wonders of your brand unless […]

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After 50,000 cover letters, here’s how not to do it.

Posted on Jul 24, 2015

We get roughly 2000 résumés a year. We’ve been in business since 1987. Doing the arithmetic, we’ve had a look at – and passed judgement on – maybe 50,000 cover letters. Most come via email these days, but we still get our share of envelopes, telegrams, pizza boxes, packaged desk toys, DVDs and other strange and […]

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What’s your best sample? What are you proudest of?

Posted on Jul 21, 2015

Do prospects ask you this from time to time, hoping you’ll produce a sample or three out of your history by which they can judge you? Preferably stuff in their category. Preferably something shiny they can say “wow” to, rather than “geez, is that the best you can show?” It’s understandable. In that dance of prospect seeking creative […]

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