by Inge Fuglestved Like most companies, you probably have some of your communications written in-house. After all, that’s where the knowledge resides, but most business people are not professional writers and some of the writing produced by them can be … shall we say, a bit “bumpy”. It’s sometimes too long-winded, too complicated or needs ...read more »
by Inge Fuglestved Have a look at your company’s website. Nothing gives the impression that you’re faceless more than using completely neutral third person language across your site. Instead of using the same old marketing mumbo jumbo to describe your business, how about giving people a bit of the story behind your company? Why was ...read more »
by Inge Fuglestved Do you ever forward articles you read online? Researchers at the University of Pennsylvania studied the New York Times list of most-emailed articles. For more than six months they checked it every 15 minutes, analyzing the content of thousands of articles. Their results show people preferred emailing articles with positive themes and ...read more »
by John Holman Recently, the three of us (Rob, Inge and I) got together and decided to pool our strengths. We know many businesses want to spend less time briefing and managing suppliers. They want good advice, not just good design. And want access to specialists who can bring it all together. So here we ...read more »
by John Holman There are lots of absolutes in life and talking to the hand is one of them. When a communication isn’t relevant or interesting, up goes the hand, off goes the comms-switch and flick — your important message heads to the rubbish-bin. Too technical, too convoluted, too unbelievable, too much self interest about ...read more »
by Inge Fuglestved No matter what business you’re in, there’s no stronger recommendation for your offering than word of mouth. We’re all like that – we prefer getting a recommendation from someone when it comes to making a purchase decision. When you think about it, this is equally true whether you’re choosing a car, movie, ...read more »
by John Holman To say Apple Computer’s iconic Chiat/Day Superbowl commercial ‘1984’ created attention is an understatement. To this day it remains a watershed event, one of the all-time greats and a masterpiece in advertising. Since then Apple has shown at least two other Superbowl ads that I’m aware of. One in 1985 ‘Lemmings’ and ...read more »
by Inge Fuglestved This is a bit of a warning. We recently saw the movie What Just Happened and I was inspired to comment on it. I found it a pretty self-indulgent film, full of inside jokes and self-importance — just like a poorly communicating organisation that loves talking in ‘execubabble’. In fact, I looked ...read more »
by Inge Fuglestved Is that not the same thing, you ask? Ah, therein lies the crux of many a debate, but today the answer would increasingly be ‘no’. There was a time, not very long ago either, when grammar and ‘correct’ writing were key criteria for good copy. I’m reminded of this because the writer’s ...read more »
by John Holman Over the years I’ve read a lot about SEO (Search Engine Optimisation) — not such a boring subject when you consider writing B2B content is a big hunk of our business. Anyway, reading these often lengthy posts outlining this and that must, it always amazes me how complex many of the so ...read more »
