messaging

Attention to Detail Part 3: Return off the Jedi

We've focused a lot lately on content strategy and the importance of not only developing great content, but applying it over a variety of media in the most efficient and results-driven manner. For example, if you take the time and spend the resources to create great brand messaging (an elevator pitch, brand positioning statement, brand personality attributes), you should utilize that content and voice through all of your marketing materials, including collateral and you're website.

If you develop a new marketing campaign, it should not only be utilized throughout your advertising materials, but also distributed through your social media feeds and internal advertisements on your own website.
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Considering holiday touchpoints: fruitcake is never in

What a year 2011 has been! Ups and downs, good times and better times ... and now it's time to make sure you let everyone who was most important to you this year know it. Clients, customers, stakeholders, mom and dad ... anyone who has brought you to where you are today deserves a big, bold "Thank you!"

We know what you're thinking. Another greeting card? Sounds great. We have a bit of advice to share with you: It doesn't have to be a traditional card. It could be a video or animated greeting. It doesn't have to be for Thanksgiving or even the New Year ... it could be for Groundhog Day. Or Arbor Day. Or National Duct Tape Day!
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Positive's Good: Good copywriting skills mean more than being technically adept

It's always bad to start off by pointing out the negatives.

Let's start over.

It's generally good practice to open communication in a positive manner. Whether you're writing ad copy, drafting website content, developing your brand messaging or talking to a client or co-worker, you should always be constructive, direct and authentic.

Positive speak fosters positive emotions. Think about it this way: Someone comes up to you and says, "I have the greatest news for you," and you could be prepared for something uplifting. Oh man, dollar taco night just got extended to two nights a week! The same person opens the conversation with, "I've got some bad news," and your stomach is likely to sink as you dread the next words. Taylor Swift and a plane full of puppies just went down in the Atlantic.

 Extreme examples, but the idea's there. The point is to choose your words carefully because people are hanging on them.
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