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When you’re creating content for lead generation, certain principles apply no matter what format or channel you’re using. 1. Always Think of the Customer You need to understand your customers, particularly your best customers,  and know  what attributes will help you identify and communicate with them. Then you have to tell them how you canRead more

If you’re having trouble with a writing project, the first thing to do is figure out why. Below are four common scenarios and possible solutions: 1. You’re Having Trouble Figuring Out What to Say Pretend that you’re writing a letter or email to a friend about the product, service or issue, explaining why it’s beneficialRead more

For many people, the difference between revising and proofreading is unclear. When you’re revising, you’re checking the clarity and conciseness of your sentences, your flow of logic, if the transitions between paragraphs are smooth, if any part of the copy strays from your objective or main idea, and whether the text has a strong ending.Read more

A well-placed quote can set the whole mood of your piece, adding authority, wit or credibility. However, like all powerful tools, the quotation needs proper handling. Quoting Others When you’re using someone’s words as a testimonial, always make sure that you have their permission. Also, identify your sources in a way that makes your readersRead more

Since about December 2012, articles about LinkedIn, the social networking site for business professionals, have been landing in my inbox on an almost weekly basis. They have covered the site’s many changes and the ways in which it can help someone promote a company, products, services or even one’s own expertise. In other words, LinkedInRead more

  Presenting a story idea to bloggers and journalists is one of the most common tasks that communication professionals undertake. Of course, this means that the recipients of your pitch are wading through a mountain of other people’s pitches. Practice these four habits and you’ll increase your chances for success. 1. Do Your Research BeforeRead more

One way of establishing credibility and expertise is having articles published in trade and professional journals. Many such journals not only require articles that contain a fair amount of research, but they also require you to cite the information sources you used to create the article. Actually, ethics and copyright law also require you toRead more

Human beings are wired for stories. Experts believe that the way that we evolved predisposes us to be drawn in by storytelling. In fact, it’s been found that in cases of oral storytelling, engaged listeners’ brains synchronize with the brain of the storyteller, making it easier to convince or inform the listener. Communications professionals areRead more

Reading eyeglasses and eye chart One of the key elements of effective communications is clarity. If readers can’t understand your message, they may go somewhere else for information. Or they may stay but misunderstand what you were trying to convey. Such misunderstandings could be costly. In 2018, a missing comma in a state law resultedRead more

PR practitioners dream of getting stories placed in the Wall Street Journal, New York Times and other “big name” publications. But concentrating on the big media may cause you to overlook  niche publications that can offer more focused exposure to your target audience. So while you’re keeping an eye out for the story that willRead more