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"
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"
Expect a slight shift in perspective from your communication advisors If you have people in your life who see things differently while holding the same goals and motivations, you are lucky. One of the big benefits of workplace relationships is seeing a problem from a different perspective. Indeed, the response of the person next to …
Continue reading "Start Seeing Opportunity Through Others’ Eyes"
Freelancing can be a lonely gig. Having built-in backup makes a world of difference.
“Yes, and” kickstarts good ideas Sometimes friends ask, “How do you write for other people?” It’s a good question. Or they ask: “But how do you know what to write?” We always start with marketing objectives, communication goals, and a deep dive into audience personas. But sometimes, my friend may pause to wonder something even …
Some drawers yield more nourishing content than others It’s worth asking how much of our work sustains those who consume it. In a recent conversation with Kate Huebsch at Highpoint Creative, we discussed how we wish our clients could move forward. Not just with the latest technologies or social media trends but with the communication …
The things we say to each other fuel our movement through workdays and weekends. We constantly create content that guides our conversations and directs our steps. Content is how I start talking with customers Creating content is, at heart, designing the kind of conversation I want to have with my customer. I anticipate my customer’s …
"What is this conversation trying to start?"