From the category archives:

Copywriting Tips

Give Customer Segments Their Own “Order Buttons”

February 10, 2010

List segmentation is like making a bunch of “custom order buttons.” But first this food story.
This week I had lunch with life coach and friend Patty Cook at Yia Yia’s, a very nice local restaurant known for its business lunches, great food and exceptional customer service.
When our server came to take our order, Patty and I did the typical [...]

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Lessons from My Grandmother

April 19, 2009

Sometimes looking in the rear-view mirror of life gives you insight you hadn’t seen before. I was doing a little Spring cleaning this weekend and came across a tribute I wrote 9 years ago to my grandmother. It was published in the Direct Marketing Assn newsletter as I was getting ready to start my term [...]

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Compliment or Kleptomania?

December 2, 2008

A tip I give clients for finding topics to write about for e-letters and blogs is to take ideas from daily headlines and put their own POV on them.
For those of us who spend a great deal of time thinking about topics to write about, researching topics to write about and then actually sitting and [...]

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The Hardest Thing Is To Be Easily Understood

October 29, 2008

The hardest thing in the world is to explain something so simply that someone “gets it” the first time. This is especially true of technology and Web 2.0. New media is especially confusing because original ideas are created at lightning speed, and the early adopters–mostly all A.D.D.–run with it and don’t spend time distilling it [...]

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