Tag: response

Case Study: Measuring Marketing Success

Situation One of my clients serving pharmaceutical companies relies on email campaigns to communicate with clients. However, the company did not measure the performance of  three potentially lucrative email campaigns. Approach To understand the client’s process, I analyzed the three campaigns and considered: Who received each email? What is the call to action? Did the […]

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Spooky Fact: Bad Writing Kills Profit

Forget zombies and ghosts. What’s really scary is how poor business writing – on websites, press releases and brochures – costs companies credibility and profit. Despite the business benefits of clarity, poor copy remains pervasive. The Business Case for Clear Communication Since readers are busy, they will tune out vague, verbose or jargon-filled messages, leading […]

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