Artisan Blog
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Have you ever languished in one of those endless strategic planning meetings designed to hash out your organization's core values statement? Or the marketing pow-wows aimed at defining your key messages? You know the ones. Those meetings where you can just feel the life being sucked out of you.
Maybe it's just me? My experience is that many of these well-meaning marketing-focused efforts end up being a waste of valuable time, energy and brainpower.
Before you stop reading and click away,...
In the past week, the topic of writing case studies has come up in conversations with three different businesses. Must be something in the air.
As often happens, my own case study focus was reinforced almost immediately. What you focus on really does expand, no? I wasn't actually looking for this info, but I noticed that Casey Hibbard has written a great little piece on using case studies on the Marketing Profs web site. (Read it!) She begins:
A major survey on corporate trust just came...
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...
I was talking to a prospective client this week about the art and science of good writing. He shared a concern that I hear all the time: my people can't write. According to the National Commission on Writing for America's Families, Schools and Colleges, he's not alone.
The Commission estimates that deficiencies in employee writing skills costs American corporations as much as $3.1 billion a year.
But I'd add that the problem is larger. There is a difference between being able to write and...
