There are only so many words in our toolbox for B2B marketing copy. But if we use them too much and depend on them to carry the weight of our messages, customers tune out.
There are only so many words in our toolbox for B2B marketing copy. But if we use them too much and depend on them to carry the weight of our messages, customers tune out.
Storytelling is so much a part of what I do — but without an understanding of craft, narratives can fall flat. Cindy Chastain shared tips for thinking like a storyteller during IxDA10.
Last weekend, I was riding with my husband and daughter on a busy four-lane commercial street on a Sunday afternoon, on our way back from shopping for a toddler bed at IKEA. Typically while I’m riding as a passenger, I space out and stare out the window and neglect to pay attention to the negotiations [...]
The always-brilliant site Boxes and Arrows recently posted an essay on the dangers of designing without bringing in the content writer. The piece, authored by a designer no less, included a beautiful example of what happens when a Web page template is created lovingly by the interface designer, only to have the live content come [...]
We’ve all seen examples of bloated, jargon-heavy marketing copy that makes our eyes roll into the backs of our heads. Seeing it out of context from the Web site or brochure that is its normal habitat, called out as an example of lazy, long-winded space-filler, makes us laugh.
We laugh as the consumers of such copy [...]
