Artisan Blog: April 2009 
My clients and I have been up to our eyeballs in planning lately. Marketing planning. Copywriting plans. PR strategy. In fact, just this morning, I talked with a client about the strategy and planning for an exciting new marketing effort they're launching. At the time, I was deep into planning out a copywriting project.
Our plans were quite different. Yet we were using the same tactics. And they had nothing to do with making lists of features and benefits. They had to do with foundational...
Recently, I heard David Meerman Scott give an interesting keynote at the Marketing Profs digital conference. While all of his presentation was worth listening to, the part that had me cheering (and if you follow me on Twitter, you heard me) was the simple recognition that words like "cutting-edge" and "robust" are overused. Not necessary. Meaningless.
Sure. I know that, and you know that, too, right? I've long been fighting the good copywriting fight on the belief that...
