When the British entrepreneur Kevin Ashton was searching, in 1999, for a term to describe a network of computers with their own means of gathering information and understanding the world, he didn't resort to a noun pileup like "Object Connectivity Matrix." He didn't coin a cute word like "Sensorius." Instead, he gave this dawning phenomenon a name that incorporates one of the oldest words in the English language. He called it the Internet of Things.  Continue reading...

Here's the latest case study of real-life copywriting in action graciously sent to us by Sarah Williams, the head of Wordsmith in England. Thanks, Sarah! (Check out our interview with her here.)

The project:
Bizlinx International, a business networking organization (though, for reasons that you'll learn below, business networking is really not the term I should use here) was looking to re-brand and re-position itself after four or five years of successful trading in Australia and New Zealand. (They also have a small presence in the UK.) Wordsmith was appointed to write all the new material for web and print, as well as re-write and re-brand all the existing material. We were also tasked to project manage the whole undertaking, liaising with branding specialists, designers and web developers to deliver a finished product to the client.

 Continue reading...

How do you effectively communicate -- sell -- your ideas in the marketplace? Anne Miller, a speaker, author and corporate trainer, answers this way: Think in metaphors. Metaphors? Review a speech by Ronald Reagan, Jack Welch or Steve Jobs -- or other legendary communicators -- and you'll read prose laced with imagery and analogies that drive their points home. As the author of Metaphorically Selling, Anne teaches businesspeople to put metaphors to work in their own communication. We spoke to her about her approach:  Continue reading...

Read a thriller novel and the style is fast-paced and loaded with action. Cozy up with a romance and you're spellbound by a budding relationship that struggles to grow and blossom. Review an academic paper and you expect to find an intelligent argument based on solid research and analytical thinking. Every writing genre has its own style, and marketing writing is no different.  Continue reading...

Here's the latest case study of real-life copywriting in action graciously sent to us by Sarah Williams, the head of Wordsmith in England. Thanks, Sarah! (Check out our interview with her here.)

The project:
Oxford University is renowned throughout the world for the quality of its education and the beauty of its buildings. Less well known, however, is that each of the colleges of the university is its own independent organization, with an obligation, where possible, to raise revenue for the college. This is often done by hiring out the college facilities for conferences, seminars and other functions when the students don't need them -- evenings, vacations, weekends.

 Continue reading...

I wish all advertising, publicity and marketing communications were truthful and not deceptive in any way. But, alas, that just isn't the case. In fact, the bestselling author Seth Godin even titled one of his books "All Marketers Are Liars." It was an in-joke because the book was actually about using storytelling techniques in marketing, and not about lying. But the fact that he joked about it on the cover of a major book shows there is a problem.

 Continue reading...