Tag: marketing

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2013: Words of the Year

Thursday, January 23rd, 2014 by Eric Wilinksi

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 […]

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The Word Lovers' File

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Make Me Laugh! The Power of Humor in Marketing Communications

Friday, October 4th, 2013 by Eric Wilinksi

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 […]

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Beyond the Style Guide

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Sorry, No, That’s Not What You Mean At All

Friday, October 26th, 2012 by Lisa Stonestreet

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 […]

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Ask the Grammar Queen

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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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Beyond the Style Guide

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Managing a Massive, Multi-Asset Marcom Project? Be a Partner to Your Copywriting Agency for the Best Results

Wednesday, September 26th, 2012 by Allison Hayase

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 […]

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Partner Posts

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How to Write a Concise and Complete (aka Great) 25-Word Product Description

Wednesday, July 25th, 2012 by Ruth Burk

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 […]

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Edward Tufte: An Appreciation

Wednesday, March 7th, 2012 by Lisa Stonestreet

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 […]

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Writing We Love

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How to Make Leap Day Last All Year

Tuesday, February 28th, 2012 by Keven Smith

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 […]

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Off Hours

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Shades of Spam

Friday, February 10th, 2012 by Stacy Crinks

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 […]

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The Business of Copywriting

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Steve Jobs Planted Seeds for Great Marketing at Apple Inc.

Friday, October 7th, 2011 by Jane Irene Kelly

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    

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Keywords Can Help Your Designer Choose the Perfect Imagery

Thursday, October 28th, 2010 by Masha Chausovsky

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: […]

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Techy Designer

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What to Include in Your Q1 Marketing Budget? Part II

Friday, September 17th, 2010 by Stacy Crinks

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?

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What to Include in Your Q1 Marketing Budget? Top Marketers Tell All.

Friday, September 10th, 2010 by Stacy Crinks

Fat budget, skinny budget: marketing managers in global tech and financial services firms reveal how they’d prioritize spending. Part I: skinny.

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A Place for Jargon—and Jargon in its Place

Wednesday, May 5th, 2010 by Jane Irene Kelly

There’s meaningless jargon–and there’s jargon that serves a purpose. What’s the distinction?

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Snuffing Out Deadly Dull Buzzwords

Wednesday, March 10th, 2010 by Chris Kent

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 […]

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Making Your Case: A Guide to Compelling Customer Case Studies

Thursday, October 15th, 2009 by Client

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 […]

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