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."
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”"
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.
3 understandings to get the most from your experts The British scientist I interviewed was an expert on natural sweeteners. He pointed to the exact longitude and latitudes in mountainous South America where the plant grew. He explained the science behind the plant and its uses. The global food company that hired me kept him …
Continue reading "Elevate Your SME’s Time And Effort–and Win The Relationship"
Unlocking creativity in a work environment is not as simple as investing in a walking desk or offering team yoga sessions.
Curious Partners: No Handholding, Please. One thing that may keep you from reaching out for expert marketing communication help is the thought of bringing someone up to speed. Your technology is complex, and so is your value proposition. Your brand has nuanced points that need just the right language. Bringing in communication help sounds exhausting. …
Continue reading "3 Steps to Easier Communication Onboarding"
2024: Year of the Open-Ended Question It was to be the last Monday morning status meeting. Good riddance. Ending that meeting lifted the weight from the back of my neck. The cumulative effect of those sloping shoulders and averted eyes around the table at these Monday rituals had gotten to me. Silence or minimal language, …
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Storytelling organizes a series of events in a way that resonates with listeners. How can you use clinical storytelling to make your everyday communication more impactful?