Tag: marcomm

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Unsuckit.com: Jargon Therapy at Your Fingertips

Tuesday, June 4th, 2013 by Lisa Stonestreet

Ah, jargon. The business writer’s bane. (And, let’s be honest here, very occasionally the business writer’s savior. It’s late. You’re on deadline. You need to shoehorn a 50-word description into a 30-word elevator pitch. It happens. But we aspire to better things.) If you’ve ever struggled with the lure of business/marcomm/tech jargon—or laughed at its […]

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Beyond the Style Guide

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The Sweet Rewards of Throwing Your Customers a Little Sugar

Thursday, May 30th, 2013 by Keven Smith

Earlier this month, the big night finally arrived. My eight-year-old daughter Mila, a budding ballerina, made her latest stage appearance. The show was a ballet version of The Wizard of Oz. Mila and her cohorts from Friday morning ballet class played the field mice who rescue the unconscious Cowardly Lion from the deadly poppy field. […]

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Off Hours

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Serial Commas in Marketing Communications Provide Clarity, Without Contortions

Wednesday, April 17th, 2013 by Nina Davis

In today’s post, the serial comma—also known as the Oxford comma. For those of us who may become rather focused on such things, the debate about “serial comma, yes or no?” can be serious business. Commas are wonderful tools. They convey changes of direction, clarify sentences, indicate pauses, and flag upcoming dialogue. In marketing communications, […]

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Beyond the Style Guide

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Check Your Jargon—Please.

Thursday, March 21st, 2013 by Lisa Stonestreet

Your Highness: I’m clued in enough to laugh at those parodies of over-the-top business jargon that periodically make the rounds… but I’m also quite aware of the need to keep my job fit in by embracing the specialized language of my professional peers. What’s an English major turned midlevel marketing manager to do? My dear […]

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Ask the Grammar Queen

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Case Study Approvals—Without the Hassle

Monday, March 18th, 2013 by Lauren Gudath

You’ve started a customer reference program, and found the perfect customer to feature. The draft has been through all your organization’s approval layers. After the customer approves the draft, it’s ready for publication. Approval should be a breeze. A day or two seems reasonable, doesn’t it? After all, the customer did agree to participate. Actually, […]

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The Business of Copywriting

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Brand Authenticity in the Digital Age

Monday, March 4th, 2013 by Eric Wilinksi

Every brand makes a promise to customers. For Apple, the promise is elegantly designed, easy-to-use products. For Starbucks, it’s that customers will receive the same high-quality products and service every time they interact with the brand, around the world. For FedEx, it’s that packages will reach their destination absolutely, positively overnight. Authentic brands are those […]

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Content Bureau Credits: to Share, or Not to Share?

Tuesday, December 4th, 2012 by Stacy Crinks

Surprise! You’ve just received an email saying that you have a credit with the Content Bureau. It’s a nice problem to have, n’est-ce pas? Except that you are now wracked by guilt. When you opened the PO for that project that went under budget, and for which you now have a credit, you were in […]

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The Business of Copywriting

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Pictures Worth More Than a Thousand Words: Using Animated Video in Online Marketing Campaigns

Monday, November 26th, 2012 by Craig Smiskol

Today’s online marketing campaigns are often forced into the small smartphone viewing area, where everything that can be “above the fold” must be “above the fold.” The name of the game is still the same, however: Getting consumers’ attention and holding it long enough to create an impression that leads to action. Animated videos can […]

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Techy Designer

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The Creative Brief: Step #1 in Great Marketing Campaigns

Friday, October 12th, 2012 by Eric Wilinksi

Work in marketing long enough and you’ll feel it: the pit in your stomach when you and your creative team start talking past each other. “The creative team isn’t giving us what we want,” you assert.  “Marketing doesn’t know what it wants,” the creative team counters. There’s an easy way to avoid this too-common marketing […]

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The Art of Blurbing

Tuesday, October 2nd, 2012 by Kate Spears

They’re everywhere. Book jackets, of course, and ads for movies—but also, unlikely places, such as cereal boxes and sides of buses. Twitter is essentially built on them. Yes, we are surrounded by blurbs—short (usually), glowing reviews or micro-stories lauding this, that, or the other. When flooded with this many “inputs,” as a tech-y friend of […]

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