As a B2B writer, I can’t lie and say that I write about the most exciting stuff for most people. Healthcare policy. Woo hoo! Technology case study! Yeah! While it may be interesting to my clients and me, I’ve got to accept that most people’s eyes glaze over about these subjects. Here are a couple [...]
Free cheat sheet for conducting a case study interview
I write a lot of B2B case studies, which means I conduct a lot of interviews with customers and experts. Here’s a basic set of questions I usually ask, which helps me form a kind of chronological story that I eventually turn into a case study. Feel free to use them, or add your questions [...]
Please don’t make me use these buzzwords
In the words of one of my favorite Chicago Tribune columnists, Buzzwords are Evil and Must Be Stopped (PS they will make you pay to read this, unless you subscribe to the Trib). The article reminded me of all the buzzwords that I never, ever, want to use, so I’m providing a list of my favorites. [...]
To the pain! (and how it can help you write better copy for your business)
I was helping to write a sales e-mail for a software company recently. I was also writing a thought leadership article, a PR plan for an executive recruiting firm, and an eZine for pharmaceutical reps. And for each one of these clients, I asked the same question: “What’s the pain for the audience? Where does [...]
Cooking up a thought leadership article that won’t get tossed
I’ve been writing more thought leadership articles these days, and for many people, this is a tough task to get started. You want to write something that shows your expertise and that customers will truly value. Here’s a few thoughts on how to begin the process. First things first: what is a thought leadership article? A thought [...]
How to Avoid Information Dump Syndrome
You know when you’re listening to a presentation and your eyes glaze over? Or you see a really dense-looking page full of words that you know is supposed to be helpful, but you just can’t bear to slog through it? It’s not that what you’re seeing needs to be flashier or more entertaining. That would [...]
Make presentations a million times better with this simple formula
A student walked into a classroom and taped up the entire front of the room with plastic sheets. When the rest of the class came in, she started her presentation by hurling a rotten tomato at the front of the room, where it splattered and disintegrated. And then she said, “This is what happens when [...]
So What?
That’s what you ask yourself when you read an ad or marketing copy. Why else read it? If the writing is good, you’ll think, “I totally agree!” or “I wish I knew that earlier!” or, best of all, “I need to buy that now!” That’s why “so what?” is such an important question for writers. [...]
The simple secret to get people to stick around on your site
Once you’ve got people to your website, how do you make them stay? Give a clear, concise answer to a problem or promise right at the beginning. Don’t dance around it. This would be the fancy hotel equivalent of offering guests quick, efficient and courteous service. And really, it’s just plain polite. That’s what I’ve learned writing for a [...]
What Apple can teach you about business writing
I love this Apple iPad 2 tv ad. It’s not only beautiful and emotional, it sells without seeming to sell. How do they DO that? What can you learn from this ad that will help you write for your company? I’m not just talking sales sheets or offer e-mails, I’m talking all the marketing materials [...]
