Category: Writing

Getting People to Change Their Behavior

The goal of all marketers is to convince people to change their behavior. Try this product. Fill out a form. Don’t take a taxi; take an Uber. And, most recently, stay home, wash your hands, wear a mask. As we’ve seen lately, even with a very compelling reason for people to change their behavior, getting […]

Effective Crisis Communication

When things are falling apart, clear crisis communication can make customers, employees, investors and other stakeholders feel much better. During a crisis, such as a pandemic, natural disaster, civil unrest or financial depression, people are overwhelmed. The situation itself is difficult to deal with; they may also be inundated with information, not all of it […]

Finding Your Brand’s Personality

One of the things that makes your brand memorable is consistency. Your brand, like an individual, should have a personality that is based on your product or service category, industry, target customers and competition (in that it is different from them). Every marketing or sales communication from your brand, whether it is spoken, written or […]