Content is becoming more and more visual. No surprises there. After all, visuals attract and hold attention better than text. It’s estimated that adding good visuals to a well-written post can almost double the number of views. It also predicted that 84% of communication will be visual by 2018. That is right around the corner, […]
Marketing Messages
In my last post I discussed the positioning statement, which describes how you want your market to think about your product or service. Typically, each product or service has one positioning statement, which can spawn multiple messages. Those messages should include at least one of the following elements: A key differentiating feature (e.g., online collaboration) […]
The Positioning Statement
Before launching a new product or service, it’s important to develop a positioning statement, which forms the basis for the marketing plan. The positioning statement is one of the most important elements in a marketing plan because it identifies your market, explains the unique benefit of your product or service, and gives facts that support […]
Writing for the Web
Writing for the online world is different from writing for print. People don’t read online; they scan. In his study about how people read online, Jakob Nielsen found that “on the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.” What does […]
Copyright and Communicators
Many people today are probably breaking the law and don’t even know it. That’s because it is illegal to use copyrighted materials without permission. Anyone who does so runs the risk of being sued for copyright infringement, not a nice prospect. Why? Copyright law gives the owner “the legal right to be the only one […]
The Art of the Headline
We are all bombarded with more material than we can possibly read. So what makes us notice some articles and bypass so many others? Often it’s the headline. Here are some ways to write effective feature headlines. I’ve included some examples, with the occasional explanatory note. Homonyms Use a homonym (a word that sounds the […]
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