Ten years ago, if you’d said “bitcoin” or “selfie” in conversation, you would’ve received a strange look in reply. Today, these words not only exist, they’re in common usage. It’s a reflection of the rapidity of change in our world—and of the creative juice of homo sapiens, of our power to invent new language to […]
Laughter feels good—and in marketing, it can provide a kind of cognitive jolt. It not only gives marketers an opportunity to shift consumers’ attention to whatever it is they want to show or tell them, but also help them to remember it. As the father of a three-and-a-half-year-old boy (an age at which the “and […]
Your Highness: I’m not much of a writer but, like so many of your loyal subjects, I have a job that often requires me to write. I want to be professional—and avoid embarrassing mistakes. I need an on-call editor. Or at least a cheat sheet. Please help! My dear Subject, Ah, English! Constantly changing, constantly […]
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 […]
When clients hire the Content Bureau to manage their massive, multi-asset marcom projects, it’s their ongoing engagement that plays a key role in the project’s success. In this post, one of the Content Bureau’s beloved clients, Kerry Anne Rothe, Senior Manager of Communications at PayPal, shares tips for how clients should partner with their copywriting […]
What can you do with 25 words? Write a note to your kids about how to reheat dinner. Make a grocery list. How about tell a complete, compelling story? It’s possible to finesse about two dozen words into a product description that’s not so high-level it glosses over everything, but also not so detailed it […]
What you business types have always secretly suspected about writers and designers is true: We sit around in cafés all day, peering into our laptops and muttering to ourselves. Sometimes we take breaks to play Words With Friends, or to drink coffee and mutter to each other. All that muttering? Sometimes it’s about the joys […]
Happy Leap Day! As you’ve noticed, Leap Day happens but once every four years. It’s an “extra” day—a day we may very well forget until it’s nearly upon us. And when it arrives, it seems to throw off the rhythm of the week, and the month. Most of us are commemorating this special day by […]
Microsoft recently coined a new term that has put marketers on notice: graymail. Graymail is meant to describe the email that falls in that nebulous region between legitimate messages and outright spam: newsletters, updates, deals, invites, and the like. It’s basically all the things we as consumers (often unknowingly) subscribe to when buying or signing […]
When tech pioneer and Apple Inc. co-founder Steve Jobs died this week after a long fight with cancer, the marketing community lost a role model. Veteran marketing pro John Ellett, writing for Forbes, reflects on the legacy that Apple’s “unofficial” CMO leaves marketing pros. John Ellet on Steve Jobs’ Legacy for Marketers
When a marketing manager works with a designer, great communication is essential. Many of your designer’s questions are automatically answered if your company has clear branding guidelines—including logo, templates, and color schemes. But there’s always room for design creativity, and that often involves choosing the right imagery to tell your story. Let your designer know: […]
In our last post, we asked a few of our clients in leading tech and financial services companies which assets they would insist on producing if their budgets were slashed. This week’s query:
What if you had a budget windfall? How would you direct that marketing spend?
Fat budget, skinny budget: marketing managers in global tech and financial services firms reveal how they’d prioritize spending. Part I: skinny.
There’s meaningless jargon–and there’s jargon that serves a purpose. What’s the distinction?
At the height of the dotcom era, a few high-tech journalists created “Buzz Saw,” an email filter that would bounce messages from PR and marketing people who larded their pitches with overused buzzwords. If you laid it on too thick with catchphrases like “bleeding-edge,” and “strategic paradigm,” not only did your email get bounced, but […]
I recently took a stroll down memory lane—and tripped and fell. The occasion was a look at some of the first customer case studies I ever wrote, way back in 1992. Rereading those pieces, it turned out, was not exactly a pleasant excursion—more like visiting an embarrassing relative. I was relieved no one else would […]