Most businesses make a mistaken assumption about the work copywriters like me perform. They assume it’s about style, grammar, and all those other things that dredge up painful memories of sophomore English. In reality, my work is all about biochemistry.... Read More
We live in chaotic economic times, and decisions made by the current administration have everyone from big-company CEOs to the Fed’s leadership warning that we’ll soon move into a recession. As someone who’s helped clients navigate multiple downturns over the years, I can tell you this: when it comes to marketing, your smartest move is to stay the course.... Read More
Health insurance is often on the minds of Hoosier workers and employers, and there are times when the subject is front and center. During a medical crisis, as one example.... Read More
When ChatGPT and similar AI clients burst onto the scene, one of their capabilities that captured the public’s attention was the perceived ability to write. Ask ChatGPT to author an article for your company’s blog or a description of how jet engines work, and you’ll have several detailed paragraphs in a matter of seconds.... Read More
Do people continue to fall for the “one weird trick” headlines that pop up alongside the digital content we crave? I’m always amazed to see blatantly deceptive advertising approaches in action, but their continued use confirms their effectiveness. Does that suggest I believe it’s the right strategy for your business?... Read More
I have many wonderful clients, but only one who insists I secretly wield a wand. They’ll email notes or an outline and command me to wave said wand over them. Hours later, they’re reading exactly what they had hoped I’d have them say.... Read More
You have remarkably strong feelings about an aspect of today’s political landscape, and as a business owner or manager, you see yourself as a thought leader. You clearly have a legal right to make a public stand…but maybe you should take a pass on it.... Read More
While I don’t envy the dedicated folks who staff the security lanes at our nation’s airports, I’ve observed a tendency for many of them to do something unfortunately common among people with customer contact roles.... Read More
You’re developing a landing page for one of your company’s offerings. How many words should you use? What about a blog post? A white paper? Something for social media? A script for a training video?... Read More
If you’ve seen one of the all-time greatest movies, "The Princess Bride," you instantly remember this column’s title as Inigo Montoya’s admonition to Vizzini regarding the latter’s frequent misuse of “inconceivable.” I often find myself silently echoing Montoya’s words when I read articles, websites, blog posts, proposals, and presentations.... Read More
