You have an amazing idea. Your product can change the world. Your service will make life so much easier. But none of that matters if you can’t communicate about it. Think about what our words accomplish: at the most basic level, they take idea from your head and put it into the head of…
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Let’s get real for a second and talk about getting real. There’s something in writing called authenticity, and it refers to how true we are to our voices (and those of our characters). The basic tenets are “know thyself,” and letting your humanity – personality, thoughts, experiences, passions, strengths, and vulnerabilities – flow through…
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It’s no secret that emotions are front and centre in marketing. Research shows that it’s emotions that drive our buying behaviour, not rationality, so they’re important to understand. Psychology Today breaks it down: “Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a…
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(Mildly NSFW – you’ve been warned!) Much earlier in my career, when I was writing copy for my first corporate website, I suggested a top-level menu label called “Why I need it.” It titled a section that talked about the risks we face when planning for retirement, and how a financial product could help…
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My challenge for this article: write at an eighth-grade level. Why would I want to do that? Well, to make this easy to read – and understand. It’s the difference between me telling you: Your content is useless if your readers can’t read or understand your message. (grade 7.6 reading level) and The effectiveness…
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