Trying to sound really smart is really, really dumb.
You see it every day. Puffed up blog posts, white papers, webinars and website copy full of important sounding jargon. So serious, so authoritative. The less of it you understand, the more important it must be. Continue reading “Yes, Even CEOs Speak Human”
If your lead generation offer is only about your firm being “best-in-class” and “results-focused,” you’re probably going to lose out to competitors creating content that people actually care about. Their own dramas, problems, challenges and selfish interests. Them, not you. Continue reading “Great Lead Generation Offers Are About Their Problem, Not Your Commitment To Excellence”
“Excrement! That’s what I think of Mr. J. Evans Pritchard! We’re not laying pipe! We’re talking about poetry. How can you describe poetry like American Bandstand? “I like Byron, I give him a 42 but I can’t dance to it!” Continue reading “Engaging Content Is More Poetry Than Personas”
You’re at a party. An attractive, well dressed woman (or man) walks up to you from across the room. Continue reading “Marketing Speak Vs Human Speak”
The problems you solve are important. They cost organizations money, time and maybe even jobs. Fixing them means putting all of your resources and experience to work. The results, if done correctly, will matter to a lot of people.
But… Continue reading “Seriously”
Want a fun little project? Look at your company website. List every single picture, graphic, logo, idea, sentence and thought on it. Go do it right now…I’ll be here when you get back. Continue reading “Who Cares?”
The only words you should use in your marketing, home page, or mission statement are ones that clearly and honestly communicate the value you bring to the table. Continue reading “The BS Test”