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In the days of Mad Men, advertising clients wouldn’t dream of writing their own copy. Advertising was about big ideas, big concepts, and crafting that story was left to the professionals. In the digital age, all that has changed. With rare exceptions, “big idea” marketing is regarded as a quaint… Read More
Copywriting success may depend on finding the precise mix of language that resonates with your audience, but success or failure can just as easily rest on which words you don’t use. Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary:… Read More
Those of you who have been subjected to sales training at some point in your careers may remember a technique called “the assumptive close.” It goes something like this: “Would you like the car in red or blue?” or “Can I deliver that to you this Friday?” In theory, asking… Read More