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Category Archives: Writers’ Prompts & Ideas

What does exceptional content mean to you?

By | September 2, 2009 |

Improve your business and improve the world? Why not? It seems many exceptional business are doing just that. Imagine the impact of: Better working conditions. Healthier environment. Stronger appreciation of individual talent over conformity. Healthier, stronger people. Broader cultural awareness and acceptance. Broader visibility and support of local artists, musicians and entertainers. Stronger education system. Stronger, healthier, broader, better. In my very anecdotal sample of clients and potential clients I’ve been talking

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How do we get people to fall in love with our product?

By | August 26, 2009 |

Content Marketing Works … When People Fall in Love With Your Story Every year I search for a pair of summer sandals that are: A. Stylish enough to wear with a sundress B. Comfortable enough to wear all day at Disneyland (Not that I do either very often.) And every year, I fail. Except this year. This year, I found myself at REI — originally surfing the camping gear — in the hanging flop aisle. Sporty flops. Shower flops. Surf flops. No Shelly flops. About to

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Content creation takes time. Any shortcuts?

By | August 11, 2009 |

There Is No Shortcut (Sorry) I recently picked up a new magazine that featured beautiful photography and great writing. At home, I flipped through and spotted a story from David Sedaris. (Yeah!) But I had read it before. (Boo.) Some of the photos I realized I had seen before. The whole publication appeared to be licensed content. Not a bad thing, licensing content. Especially licensing great content, as this magazine did. But when you license everything … you’re not unique. In fact,

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What are the best email subject lines?

By | August 3, 2009 |

I have a dedicated email address for advertisements from my favorite brands, and I scan through the subject lines, oh, once a week or so. Most get deleted. Yes, I want gray suede shoes, but I’m resisting. Delete. I don’t need a new batch of business cards. Delete. I’d like to win a trip to Hawaii, but I’m not going to bite. Delete. Then some are just delightful, even if I’m not in the market. Like the recent email I received from The Parker in

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How do we leverage the competition to improve content?

By | June 17, 2009 |

Let’s say you know a specific site — competitor or not — is really successful. It doesn’t matter how you know. You just know they’re bringing in the bucks. There’s something about their site that works. Can you leverage that? Oh, yes. First, don’t copy. Ok, that’s obvious. But for some reason it seems to be a human instinct. When we see something we like, we emulate. We copy structure. Tone. Colors. Words. Copying is the highest form of flattery, right? But you

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