Remodeling: Need to Have vs. Want to Have
I'm stuck. A long-standing client has tasked us with redesigning their website. Actually, as their marketing consultant of record, it's part of our overall strategy that ties to their business goals, brand stewardship, and a new product launch. Suffice it to say, we were all in agreement it was past time to re-think some messages.
Creating Metaphors: 200 Black Swans
Those of us in the communications biz are always looking for devices to convey a message as swiftly, directly and memorably as possible. Especially to cut through the clutter of all the other millions of messages clamoring for attention (or 'eyeballs', as media folks refer to performance metrics of advertising and even PR). And it's no easy task. Every day I read dozens of email newsletters, blogs and tips on how to write a catchy headline/subject line/story pitch. Yeah - there are 'tricks' you can use, including numbers in a headline, or 'how-to's', or lists: "10 Foolproof Ways to Influence Anyone." (I of course just made that up, but if you Google it, you'll find several titles very similar to that phrase.)
Donna Lehman
