Storytelling in Business: Using narrative to build your brand

Looking for ways to capture an audience? Try telling a compelling story. Human beings are hard-wired for narrative. It starts with the nursery stories and fairytales we hear as children. By the age of 4, most people understand the basic Aristotelian arc: beginning, middle, and end. We know to anticipate — and yearn for — […]

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WIIFM: Your marketing mantra

WIIFM (What’s in it for me?). If you’re a marketer, WIIFM should be your mantra. You should be asking it about everything you create. Knowing, of course, that the “me” in “What’s in it for me?” is not “you” — it’s your customer. Your audience. Your user. Your recipient. Your prospect. Your reader. Your donor. Your investor. Your member.

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Humor in Business Communications

Have you heard the one about humor in communications? It’s funnier — well, at least more effective — than you might think. Humor can be an effective tool whether you’re talking to B2B or B2C audiences. Here are six serious tips for transforming business-as-usual communications into effective funny business.

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Brevity in Communications: It’s Beautiful

Brevity isn’t only beautiful aesthetically; it can also affect the bottom line. If your company’s communications aren’t hitting their intended target because they are wordy, vague or too detailed, they could be costing you business.

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Headlines: Read all about writing them

Often formulaic, frequently unimaginative, and sometimes just plain terrible, headlines are among the most underappreciated of marketing communications tools. Of all the words on your website, brochure, print ad, packaging, or sales letter, the headline is unquestionably the most important. How do you make sure your headline lets readers know that your product is worth their time and money? Put your investment to the test with these five simple questions.

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Presentation Mistakes Everyone Makes

Planning a presentation? You should know that public speaking is only partially about speaking. “War and Peace” is a brilliant novel, but if you stood at a podium and read it word for word to an audience, no matter how well you read aloud, you’d soon be reading to yourself. Your content and what you say are certainly important, but how you say it and how you present it demand equal attention. Whether you’re using PowerPoint or Keynote, speaking in a large auditorium or a small conference room, you can give an effective presentation by avoiding these common mistakes.

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Personas: Using fiction to inspire fact

Richard and Linda Ames run a real estate company out of a south Florida bank building. Their teenage children, Carl and Sara, are into video games, music, and instant messaging their friends. Every Sunday night they all settle in with some popcorn and a rental movie. Sound like people you know? They might, but the […]

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Blanchard Gold: Communicate and connect with confidence

Blanchard & Company, Inc., sought out Larsen (now RAZR) because leadership wanted to position the successful investment company for continuing growth and build deeper connections with existing and potential clients. As part of this marketing and branding initiative, Blanchard needed a polished, professional, and scrupulously consistent image.

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