Raising the relevance of your content marketing: a case study

A major computer technology company was growing its presence in the field of online security. They had recently acquired a respected innovator in security and wanted to leverage its thought leadership through a sustained, content-driven digital lead nurturing campaign. Their need: They hired us to develop the messaging strategy for this campaign that would turn Read more about Raising the relevance of your content marketing: a case study[…]

Branding innovation: the toaster approach

A friend recently sat down to pick my brain about an idea he’s got for a new business. He’s in the fitness sector and he’s got a truly new perspective related to training, strength and injury prevention. He spent about an hour outlining his thinking, and I enjoyed listening to him. His analysis is original Read more about Branding innovation: the toaster approach[…]

Owning the edge: signaling difference when claims all sound the same

I heard London Calling by the Clash playing on the Muzak in the frozen food aisle of Trader Joe’s recently. I quite enjoyed hearing it, but had to chuckle: If the Clash is playing on Muzak, where is the edge these days? It’s gotten so cool to be different, that everybody claims to be different, typically Read more about Owning the edge: signaling difference when claims all sound the same[…]

Writing into seashells

The Online Etymology Dictionary conjectures that the term niche, so relevant in all things marketing today, evolved  from nicchio, an Italian term for “seashell”. That’s illuminating, because  what is good copywriting or good writing in general if not the endeavor to draw audiences out of their shells, to buy what you’re selling or read what you’re writing. Read more about Writing into seashells[…]

Books and boredom in Las Vegas

If art is about invention, why are so many artists inventing themselves into a corner, where they have few options to thrive and particularly to earn? I recently attended the Las Vegas Book Fair, a weirdly sinless event for that city. An MFA student from UNLV read a short piece to an audience of about four, Read more about Books and boredom in Las Vegas[…]

What do you call a writer . . .

What do you call a writer who fails to fill his own obligation to blog on a daily basis, as he so consistently advises his clients? The charitable answer is “busy”.  I’m busy with ghostwriting and copywriting projects. Still, that makes me the bottleneck in my own blog production. Perhaps I could hire someone to write Read more about What do you call a writer . . .[…]

Copywriting 101: When to do it yourself, and when to hire a writer

When the web site has been waiting for months, the layout laid out, the backend all programmed, and you just can’t get around to writing the damn thing, you might want to hire a writer. When your book is still just an entity in your head, which is becoming incredibly cluttered with one brilliant notion Read more about Copywriting 101: When to do it yourself, and when to hire a writer[…]