Tag: objective
Executive Ghostwriter as a Time Saver
October 27, 2015
It’s frightful: Business executives are bursting with brilliant insights – yet they have no time to share them. That’s why some leaders use a ghostwriter, a writer who anonymously articulates their ideas while the executive gets the spotlight, the credit and the results. In time for Halloween, here’s a case study on using a ghostwriter […]
Strategic Communications 101
September 8, 2015
With the back-to-school season underway, let’s review how to achieve your business goals by applying reading, writing and ‘rithmatic to develop a strategic communications plan. An effective communications plan acts as your company’s results-oriented roadmap, helping you get where you want to go — using minimal time, money and effort. Use the following steps to […]
The #1 Way to Make Your Customers Happy
March 3, 2015
Customers are the lifeblood of your business. Successfully attracting and delighting customers can lead to repeat business, positive word of mouth, loyalty, competitive advantage and long-term growth. What’s the best way to make customers happy in the first place? Give them value. In every single communication – written or verbal – tell your customers and […]
Social Media for a Media-Shy Company
June 17, 2014
Situation: A risk averse client in business-to-business (B2B) e-commerce wanted to attract new customers, strengthen loyalty and establish itself as a trusted brand. However, senior executives feared the company’s lack of control over the tone of traditional media coverage, so they also felt reluctant to use social media. Approach: I worked with a partner to […]
Case Study: Results-Oriented Press Release
April 15, 2014
Situation One of my clients requested a press release to announce a new strategic alliance. The client wanted to increase awareness of the alliance within a specific B2B industry. Approach To help my client achieve business objectives, I: Analyzed the company’s past media campaigns; Researched targeted trade and mainstream publications; and Considered the client’s, editors’ […]
Sell With Words: 10 Tips
January 14, 2014
Captivating content marketing is all about starting with a solid plan. Here are some tips on what to do before you start writing. 1. Focus on your goal. You want the reader to respond, whether it’s though buying your service or visiting your website. Identify the main objectives of your content marketing strategy then focus […]
Strategic Brief for Successful Projects
December 3, 2013
Do cross-functional projects make you think everyone speaks a different language? To achieve project success, you can help establish clear communication from the very start of your projects. Use this Strategic Brief template to help your project teams speak a common language based on a shared vision: Audience(s): Who do you want to reach? Is […]
Strategic Thinking: A Competitive Advantage
September 12, 2013
Before I write anything, I make sure I understand my clients’ business objectives. This practice helps me align my writing with solutions to the problems that keep CEOs awake at night. It’s worth the effort to consistently consider the big picture before you communicate. Strategy matters to your competitiveness because it helps you: Sort through […]
Objective Clarifier Tool
September 5, 2013
Aligning your communications with your corporate strategy makes the best business sense. To make sure your communications are effective, you need clear objectives. Use these questions to create results-oriented communications: Briefly describe the business challenge/opportunity What does success look like? List your corporate objectives (e.g. vision, strategic objectives) List your communication objectives (ensure they are […]
7 Tips for Strategic Copy
September 3, 2013
To create copy that gets results, use these tips: Focus on your audience: what do they want? Make your point up-front Keep your objective or call to action clear Emphasize your benefits Answer the 5 Ws (who, what, where, when, why) … and how Use simple keywords and short, clear sentences Limit the number of […]
Case Study: Strategic Language
August 29, 2013
Communication Challenge: A brilliant client of mine held itself back by using academic and technical language on its website. The copy was more suitable for post-graduate English or IT professors than its true audience. In fact, a readability test tool suggested readers would need 17 years of formal education to comprehend the copy! Strategic Solutions: […]