Message Development

Communicate instantly with visuals that POP

March 19th, 2013
disconnected

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 »

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 »

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 »

How to make people stop and listen

March 2nd, 2010
jamie oliver

I heard recently one sentence that made me stop in my tracks. Skilled presenters can have that effect. In this case, the words erupted from a spunky British chef: “It’s profoundly important that every single American child should leave school knowing how to cook 10 … read more »

Skip the elevator pitch. What’s your sentence?

January 20th, 2010
woman wondering

Witness the endless search for the perfect elevator pitch: A Google search coughs up 549,000 results; Bing goes for 2.04 million! But here’s the hitch: The get-to-the-point tempo of our business conversations makes people antsy. Unless you’ve hooked someone’s attention in those first few seconds, … read more »

Pack your proof in a bento box

October 28th, 2009
bento box

Promoting a single product attribute is a gamble. Last week I opened the morning newspaper to find a full page color ad about tomato soup, of all things! Campbell’s was touting its use of a sea salt so “naturally flavorful” that it could reduce the … read more »

Sorting eases information indigestion

September 29th, 2009
sortingbrain-300x187

The provocative headline caught my eye: Management Consulting: Help or Hazard? Only minutes into the blog, my brain disengaged.   Why? Not because the writer disparaged the entire industry in the second sentence. And not because he plugged his own book in the sixth sentence. What turned … read more »