Writing, Brand Storytelling
- Marketing Campaign Themes: 6 tips for creating a winning slogan
Whatever your marketing initiative, a clever, creative theme will often deliver more effective results. Politicians clearly understand the power of themes. They use them to generate excitement around issues that might otherwise lull constituents to sleep. Why? Because themes inspire audiences. Simplify the complex. Infuse familiar ideas with fresh energy.
- Brevity is Beautiful
Brevity isn't only beautiful aesthetically; it can also affect the bottom line. If your company's communications aren't hitting their intended target because they are wordy, vague or too detailed, they could be costing you business.
- Headlines: Read all about writing them
Often formulaic, frequently unimaginative, and sometimes just plain terrible, headlines are among the most underappreciated of marketing communications tools. Of all the words on your website, brochure, print ad, packaging, or sales letter, the headline is unquestionably the most important. How do you make sure your headline lets readers know that your product is worth their time and money? Put your investment to the test with these five simple questions.
- Storytelling: Using narrative to build your brand
Looking for ways to capture an audience? Try telling a compelling story. Human beings are hard-wired for narrative. It starts with the nursery stories and fairytales we hear as children. By the age of 4, most people understand the basic Aristotelian arc: beginning, middle, and end. We know to anticipate — and yearn for — the moral or the happily-ever-after. According to business experts such as Stephen Denning, author of The Leader's Guide to Storytelling, we never lose that yearning — which means narrative is one of the best ways to convey information, even in the business world.