Word Inflation: Amazing, epic, disruptive innovation
I’m mixing metaphors, but many communicators in the U.S. (Sorry, I don’t get to read Der Spiegel or Paris Match), are getting out of hand – and way over the top – with word inflation. If every product change or new idea is amazing, epic, and disruptive, what happens when something really significant takes place? […]
Prisoners of the Metaphor
Metaphors matter. In a study of women who were about to give birth, the mothers-to-be were told to expect a local anesthesia before receiving an epidural. Nurses told one group they were going to get “a local anesthetic that will numb the area so you will be comfortable during the procedure.” Another group was told, […]
What if Lincoln had been illiterate?
Being able to read has always been a skill that transforms lives, communities and the world. Abraham Lincoln didn’t have more than a year’s worth of formal education, but it was enough to set him on the path to literacy, the first step in his miraculous journey. His father almost certainly couldn’t read, so imagine […]
“What’s in it for me?” The most important question.
The three questions a prospective client is thinking (if not asking) are: Who are you? What do you want? What’s in it for me? The last one’s the kicker. Audiences of any kind – whether they’re customers, employees, volunteers or donors – don’t have time for anything else, especially today with so much “information” coming […]
Keeping it real: Writing that’s trustworthy and credible
And in only 7 tips, not 10! Helping people solve problems, answer questions and make informed decisions is key to your success. But you have to be real, or they won’t buy it. Here are seven easy tips to make sure you’re communicating authentically, whether you’re marketing a product or sending an informative email. Know […]
Sometimes It Pays To Be Ignorant.
I’m often asked to write about subjects I know very little about. But with my experience, this ignorance can be a blessing in disguise. Why would ignorance be a blessing? Because I have to ask very basic questions, and that can often uncover compelling new insights or an interesting way to position the “story” for […]
Get ’Em On Your Side: Framing Part Deux
A couple of blogs ago, I wrote about the importance of “framing” your writing, so readers or listeners can connect emotionally with your ideas through shared values. The marketers of processed food and beverages, as well as alcohol and tobacco, have understood the framing challenge very well. Minimizing the health threats of their products, they […]