Collaborative Copywriting | Bespoke Communication
It Isn’t. For freeloading bacteria, terminal sterilization is actually quite sinister. But for the rest of us, it is the last step in preparing a medical device or piece of medical equipment for use with patients in the operating room. Terminal sterilization makes things sterile. Continuum of Clean “Sterile” is precisely the quality you want …
Continue reading "“Terminal Sterilization” Sounds Sinister."
A journal's impact is an established way to measure how widely your research may be read. However, impact should not be the sole factor in deciding where to publish your work.
That moment in an interview We interview a lot of subject matter experts—people who know a great deal about niche topics. In almost every conversation, we reach a point where the expert wants to communicate a specialized process. But then she suddenly realizes her technical language will be meaningless to our audience. Maybe she can …
Continue reading "Smells like Team Spirit: “Think of It this Way”"
2024 marks the 100th anniversary of the sales funnel. Will this model continue to guide content marketing strategies in the coming century?
Can your new hire own the business? At the dark end of a quiet driveway on a spring evening—way past my childhood bedtime—I witnessed the winsome magic of passionate creating for a purpose. Dad was a woodworker who retreated most weekday evenings to his woodshop. There, he created all manner of tables and cabinets made …
Continue reading "It Takes Courage To Share Messaging Responsibility"
The blank page is a formidable foe when you're looking for fresh marketing content ideas. Ditch the Word document and try these idea-generating strategies instead.
A discussion with John Kundtz of Spotlight Consulting Mention “strategy,” and it can feel like a step away from reality. After all, what’s the point of making a five-year plan if you are only going to print it, 3-hole punch it, snap it into a binder, and stash it on a shelf until the next …
Content briefs benefit marketers, too. An effective brief balances providing essential information with allowing creative freedom.
Build a better brand evangelist Years ago, we took a tour of a whisky distillery in Scotland. The distillery we went to had been recently purchased into a larger brand headquartered in a distant city. The local receptionist at this distillery was still getting used to the new owners. As we stood around waiting for …
Buzzwords sound authoritative but can dilute meaning. This blog covers two methods for ditching the buzzwords for clearer, distinctive content.