Why great writing starts with the audience [special guest post]
Successful writing is not just about selling a product or promoting an organization; it is about understanding the audience and creating messages that build trust and inspire action Great writing doesn’t just begin with the first sentence, hook or lede....Read More
International travelers to the World Cup remind Americans to be grateful
Global visitors traveling for the World Cup may well be the best ‘brand ambassadors’ for the U.S., but it’s Americans who needed that third-party validation A news story is an event that defies expectations. We all expect a dog to bite...Read More
It’s not the success that makes for a good business story, it’s the setbacks
Those who quit will never know how close they were to success, which is why it’s the setbacks, not the successes, that sow the seeds of a good business story “All overnight night success takes 10 years.” That snappy...Read More
Lesson on storytelling for B2B marketing: Star Wars and Harry Potter are the same story
If you want to be effective at storytelling, there’s a successful structure and format that human beings across cultures have independently discovered – and it’s older than Yoda I loved Star Wars as a kid. The only thing better than...Read More
How B2B marketing can influence the sales team to use its content according to behavioral science
Your sales team is more likely to use the content B2B marketing products when it is presented by a high-performing peer in sales – rather than a sales leader or a product marketer If you’ve worked in B2B marketing for...Read More
What Does “Storytelling” Mean to You? 105 Answers from Communicators
Storytelling is a powerful means of persuasion; it can be both a strategy, as in an overall narrative but it also can be a tactic, like using vignettes; here’s what a recent survey found. Years ago, there was a consultant...Read More
What is Storytelling? Why Does Storytelling Work? What are Good Examples? [UML]
The company has survived a tumultuous period: turnover in customers, pressure from investors, layoffs and bad press. Somehow, by grit and will, the founders and executive team had pulled the company through. Today, employees were happy, customers were plentiful, and...Read More
Storytelling is the Essence of Brand Development; Off Script No. 44: Jeffrey Crow, 2x CMO
Can a good story create value for a brand? It can, according to Jeffrey Crow, who has twice served as the CMO for fairly large enterprises. The reputation the network services and solutions provider Earthlink gained for customer service is...Read More
In-Housing Trend: What PR Agencies and Marketing Firms can Learn from Law Firms
Nearly half of respondents (47%) in a recent survey of public relations pros found many are observing more PR work being taken in-house. In other words, corporate communications is adding headcount and work that used to go to outside PR...Read More
New Survey Identifies the Hottest Trends in Corp Comm and PR; Announcing the 2018 JOTW Communications Survey
Top PR challenge: 63% of PR pros surveyed said budget; 57% pointed to an ever-expanding list of duties; 54% sited proving value to the business A new survey of primarily corporate communications professionals identified the hottest trends and tactics in...Read More
