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Posts by Jen

A Short Cut to Better Copy

A Short Cut to Better Copy

By on Dec 21, 2017 in Blog Writing, Communication Strategy, Social Media Writing | 1 comment

My friend Bob has a sign on the wall of his screen printing shop just to the right of the desk where he sits with customers to take their orders. It says: You can have it fast. You can have it cheap. You can have it be good. But you can’t have all three. For Bob, it’s a constant reminder that he can’t be all things to all people. For his customers, it’s a subtle reminder of what they should expect. In business, we have to choose our focus or we’ll exhaust ourselves trying to be all things to all people. What sets you apart? What do you value? Ultimately, you should choose based on a combination of your preferences and what you think is important to the customers you want to attract. What you want to end up with is a direction that is authentic and easier to follow because it fits you. There’s something else. They are conduits to connect with your readers. They help you generate all sorts of fabulous ideas for content. Sometimes you will be obvious and whomp your reader with your message about identifying your values – it’s a way to obliterate a major roadblock to writing great copy. When you have those values in mind, you have cleared a path to write copy that attracts and engages your audience. These values set the tone for everything you write: “No one beats our prices.” “You won’t find a higher quality.” “When you need it done fast and right.” More often, however, you will be subtler and find ways to weave your message throughout your copy creating a beacon that calls to your best customers. Let’s take a look at what that looks like in real life. Suppose you sell cars. Not just any cars, however. These are expensive, luxury cars. As you write about your business, you are going to focus on the aspects of these vehicles that are most important to your customers. Maybe it’s how quiet the engine runs or how shiny the metal detailing is. What you are not talking about is price and how cheap these cars are. “Give her the present that will keep giving all year long.”...

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The Problem with Trying to Be All Things

By on Sep 21, 2017 in Communication Strategy | 0 comments

When I work with clients, we talk a lot about who they’re trying to reach. We spend a great deal of time defining and honing in on the ideal customer, called a “buyer persona” in marketing speak. It’s a good place to start. Afterall, the more you know about who you are trying to reach, the easier it is to develop content that will appeal to that person.

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How to Make a Marketing Plan for the Rest of the Year

How to Make a Marketing Plan for the Rest of the Year

By on Jun 28, 2017 in Business Management | 0 comments

Yeah for summer finally being here. Barbecues, beaches, sailing and sun. It’s a great time to relax and recharge, which is vital to your business success. And, it’s a great time to do a mid-year check in on all those fantastic plans you set up in the beginning of the year. As you’re scheduling vacation and Friday afternoons out of the office, schedule some time to work on your business. My colleague Tara Gearheart at TMedia Consulting offers these tips to help with strengthening your marketing efforts for the second half of the year.

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What is a Pain Point and Why Does it Matter?

What is a Pain Point and Why Does it Matter?

By on Jun 20, 2017 in Blog Writing, Communication Strategy, Social Media Writing | 0 comments

It’s important in business to understand what your customer wants, but it’s even more important to understand why. What are the underlying needs, issues, concerns or problems that are driving people to seek out a particular product or service? Knowing the answers will help you create better content for your blog and social media.

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