A small thing can make a big difference in the eyes of a customer. The smallest exchange can be a delight or a disappointment.It was 15 minutes before the show closed. I was looking for a specific potter, to replace a mug that got broken months ago — only a week after...read more
Shouting and tired jargon need not apply.Communicating what sets your business apart — so your customers know they're in the right place — can feel pretty uncomfortable if you're not used to doing it.The old expression “unique selling proposition” might put the...read more
Something that comes up every time I teach a workshop is the issue of pricing. At least one person expresses the concern they can’t price their work to make a decent profit, or worse, that friends and sometimes colleagues encourage them to set low prices "because you...read more
I was complaining about a print newsletter published years ago by a local nonprofit. A different font for each section, and in different sizes. The thing was nearly unreadable.A designer friend nodded and said, “We used to call that ‘ransom note design’.”I get the...read more
What do you want when you hire a copywriter or content writer? Someone to make you look good, yes? Sure. Easy answer.
Here’s a tougher question: do you expect the writer you hire to agree with everything you say? If that answer is also yes, you might want to reconsider.read more
"Brand storytelling" doesn’t necessarily mean a captivating tale that fits into a Once Upon a Time framework. It’s often something else entirely: a combination of words — in the case of print ads, very few words — and images that create a memorable experience.How you...read more