William Zinsser wrote in his book On Writing Well, “Clutter is the disease of American writing. We are a society strangling in unnecessary words, circular constructions, pompous frills and meaningless jargon.” It stuck with me, this idea that clutter …(Continue Reading...)
Public relations and marketing are both about storytelling. Good design is about storytelling. Promoting, persuading, and publicizing also come down to storytelling. When I want to convince someone to take an action, I’m asking him to participate in the story …(Continue Reading...)
Here in the inner sanctum of the Idea Grove, the writing team spends a lot of time talking about the tactics and methods that make content about business-to-business technology more interesting and effective.…(Continue Reading...)
First of two parts
Last year there was justifiable buzz when a study showed that for the first time people were spending more time online than watching television. That was good news for inbound PR and marketing firms like ours, …(Continue Reading...)
Once you’ve established an efficient strategy and created content your audience wants, it’s time to take the next step: Determining how you’re going to re-use it.
It’s just too much work to create a piece of quality content to write …(Continue Reading...)
Everywhere we go, we’re being sold something: The Ultimate Driving Machine, the world’s most comfortable bed, a drink that gives you wings.
But one of the most memorable – and effective – marketing campaigns of recent years revolves around a …(Continue Reading...)
You’ve done it: You’ve made the commitment to create better marketing content. Realizing you lack the people or the time (or both) to tackle the task on your own, you’ve found a resource – an internal organization or an outside …(Continue Reading...)
I. Intro: Most PR and marketing folks don’t outline before they write for clients, but they really should
II. Reason One: Saves you time
III. Reason Two: Ensures you touch all the bases
IV. Reason Three: Helps you write with …
No one likes to ask a question and sound dumb – well, no one except Dallas Cowboys owner Jerry Jones. He recently confessed that he was most effective early in his tenure “when I didn’t mind sounding stupid” asking questions. …(Continue Reading...)