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Be specific, it’s more interesting

Keeping your options open is a good thing in life. In marketing writing, however, it can be killer. If you try to make sure you communicate everything (oh, and we also do this!) you can losing the reader’s attention before…

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Balancing SEO and natural language in website copy

photo © 2011 Frank Kovalchek | more info (via: Wylio) I’m working with a client that has just rewritten their website. The content is very readable and approachable. It should be quite effective … if they can get their prospects…

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Tuning requires listening – in music and marketing

Something magical happens in choral singing when everyone listens and tunes with each other – the tuning locks, the overtones all kick in, and the sound is transformed to wonderful.  Although each individual may be singing a little softer, the…

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Relationships – the new plastic?

Knowing some new college graduates, I’ve been thinking of that scene from The Graduate where someone tells the new graduate: “I want to say one word to you. Plastics.” What would the word be today?  “Cloud?”  “Social?” For someone starting…

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Pomp, circumstance, and inspiration

I’ve spent a fair amount of time in the last week listening to graduation speakers.  In all honesty, these speakers are probably wasted on many of the graduates, who are already looking ahead to the next thing, without the perspective…

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Content marketing: It’s not all about you

One of the most common mistakes that marketers make, particularly in technology marketing, is assuming that everyone is basically like them: They think about things using the same buzzwords that you use They are interested in the same features that…

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Are you putting barriers in front of customers?

photo © 1911 The Library of Congress | more info (via: Wylio) The other day I went to ‘vote’ for a nonprofit on a Facebook fan page.  When I tried to vote, an error message indicated that I had to…

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Survey says: Don’t trash those white papers yet

I love it when research comes out to back up my positions. A couple weeks back I posted a blog called Old Marketing Channels Never Die – the premise being that with all of the buzz about social networks, videos,…

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Where are the social media failure stories?

I’ve attended a number of webinars about using social media in marketing, and keep hearing wonderful success stories — sometimes stories about the same companies over and over. (Zappos again? Really?) For all the social media success stories you hear,…

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Truth vs. spin in content marketing

As an English major in college, I avoided creative writing classes. Now, as a freelance marketing writer, I’m still avoiding fiction writing, but for another reason.  I don’t want to inadvertently write something that’s not true about the technology products…

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