Working with a variety of smaller clients these days, I’m reminded that most business communication strategy problems boil down to three simple questions. Continue reading
Strong branding can preempt or even eliminate competitors. So you have to study your competition — whether you’re building a brand from scratch or reformulating; whether you’re a CEO, marketing executive or an agency creative team.
Can an old copywriter learn new tricks? One way or another, I’m going to apply what I know about traditional marketing to the fast-changing world of online marketing. Continue reading
As a young copywriter, I didn’t understand the importance of research. As an agency partner, I learned to love the research — provided I could do it myself. Creative teams exist to make an emotional connection. We must understand the customer’s emotional needs as well as their practical needs. How else can we frame the communication?
These questions are twice as important for business owners.