How to define your brand’s tone of voice
Maintaining a consistent tone of voice across all types of written communication is essential. This introduction covers the basics of developing a written tone of voice for a brand.
How to sell like Don Draper
The expertise of Don Draper in Mad Men shows us that making a sale is about appealing to customers through the most powerful emotional hooks – love and security as opposed to independence, creativity or popularity.
Ten unwanted guests at the marketing party
Ten marketing partygoers you don’t want to meet – or to become.
How to write a company tagline
Writing a tagline for your company can be a good way to add character to your brand, differentiate yourself and communicate benefits. This article looks at some of the main types of taglines, and the pros and cons of each, and discussed the special case of B2B taglines.
Let’s be honest
It’s almost standard practice to stretch the truth as far as we can in our marketing. But is it a good idea?
No USP? No problem
Companies sometimes try too hard to find and exploit a USP. You can still market effectively without one, so relax if there’s no obvious candidate.
Stupid questions make for clever marketing
Sometimes, those involved in marketing campaigns (both buyers and providers) get lost in a sort of creative love-in, congratulating themselves on a great job and forgetting the core aim.