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.
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 [...]
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 [...]
The lead story in The New York Times’ business section today featured James Farley, Ford’s CMO (and chief “believer”) who left a cushy position at Toyota to turn around sales for the Detroit automaker. A former Ford owner myself, I count myself among one of the people Farley is trying to convert. I am a [...]
