Skip the elevator pitch. What’s your sentence?

January 20th, 2010

 | by Therese Beale

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 »

Back to basics with a marcom tool kit

November 9th, 2009

 | by Therese Beale

If someone asked you what marketing activity would help you grow your business over the next six to nine months, what would you say? A handful of senior executives at a large professional services firm pondered the question recently during a quick interview to update … read more »

Pack your proof in a bento box

October 28th, 2009

 | by Therese Beale

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 »

What hat are you wearing today?

October 16th, 2009

 | by Therese Beale

I’ve been thinking about hats. I’m not one of those “hat-genic” people whose looks improve instantly with a topper.  No, I’m thinking about the figurative hats I wear as I go about my daily business. Thinker, planner, connector, writer, coach, manager.  The roles seem to … read more »

Create an incredible shrinking story

October 4th, 2009

 | by Therese Beale

Businessman eyes stack of paperwork

Lately I’ve been obsessing about how to make a big story very small.  Specifically, I’m planning to shrink a mountain of information to three pages in an industry presentation. And use pictures not words to tell the story. Ha! Good luck, you may think. Well, … read more »

Convergence keeps us hopping

October 2nd, 2009

 | by Therese Beale

The amazing pace of technology melding its way into our brains at work and play is posing a fascinating challenge for communicators. The fast-changing media environment isn’t standing still for lengthy messages or complicated distribution strategies. Consumers are setting the communication agenda. Getting the message … read more »