The Lowdown

Thoughts on communications, branding, storytelling, and marketing.

Don’t be Guilty of Ransom Note Communications

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

Why Your Copywriter Doesn’t Have to Agree with You

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

Two Kinds of Marketing Stories

“Marketing stories” 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 shape those elements depends on what you sell. Is it luxury? Safety? Fun? Prestige? Productivity?

You sell more than just a product or a service.

read more

Want help with a project? Have questions? Use this handy contact form to send me details, and I'll get back to you pronto.

twitter facebook instagram   linkedin

Pin It on Pinterest