Author Archive

Marketing wins in the wooing game

February 15th, 2014

With more than 40 million American adults using online dating, romance is a serious business. In sheer numbers the competition is daunting. It’s no wonder the Pew Research Center reports one in five online daters seek help in developing their profile. How do you send the … read more »

Communicate instantly with visuals that POP

March 19th, 2013

Teasing text splashed against captivating images. The preference toward visual communication is clearly gaining momentum. As one of those people who “think visually,” I was eager to try Haiku, an iPad application that streamlines slideshow production. The selling point? Constraint. Every page has a single … read more »

Email like a human

March 13th, 2012

Consider this: Even an auto-generated email can be brightened with a touch of humanity. Dear therese beale, Thanks for contacting the MOO Print Team. I’m sending this email to confirm that your enquiry is in our customer service queue, and that a real, human MOO … read more »

How to avoid a message detour

March 6th, 2012

The minute I stepped into the fishmonger’s shop I could sense what was about to happen. It was the last day to redeem a 50% discount offered by a popular daily-deal website. Customers lined up, coupons in hand. A stack of coupons processed throughout the … read more »

A dreamy way to open up communication

February 29th, 2012
kayak paddle lesson on flickr/bealetherese

“Any questions?” Those two simple words serve a basic communication purpose. We’re ticking off our mental checklist to see if the listener is on the same page. Did I ask for feedback? Yep. Does everyone understand what we’re doing? Sure. Okay, then, let’s move on. … read more »

Human interest stories matter

February 16th, 2011

Consider the impact of the spoken word. What would happen if you read a story only for the quotes? Years ago my first editor shared a bit of advice I’ve never forgotten: Fill your story with quotes. She suggested a reader experiences the essence of … read more »

Messages build great expectations

December 8th, 2010

Imagine if your customer could see you through the words you write. Routine business communication need not be always perfunctory. Even a short note is an opportunity to deliver messages that paint a picture in the reader’s mind. Last week I received an email from … read more »

The power of answering “Why?”

November 24th, 2010
Walk in snowy woods on flickr/bealetherese

Do you know why you do what you do? The power of purpose gets lots of bandwidth on the talk show circuit, in book titles, with motivational bloggers on the web. Perhaps it’s because “why” is an easy question to pose. Anyone with young children … read more »

Simplicity – a familiar refrain in messaging

November 4th, 2010

In our complex world, it’s far easier to construct a complicated message than a simple one. There’s no doubt message development is a vital skill in every marketer’s toolkit. Well-constructed messages communicate business strategy, inspire the workforce and drive sales. The process of assembling a … read more »

Can trust be orchestrated?

March 9th, 2010

Trust is one of those concepts that defies prescription. It’s in our minds but how about our bodies? Bobby McFerrin has a way of engendering trust quickly and intimately with his audiences. Watch how Bobby nurtures audience participation at a science conference, using his body … read more »