Every Company is in the ‘Simplicity’ Business
Every business is in the simplicity business. This article discusses ways of simplifying messages so you uncomplicate customers' lives.
How to Eliminate Marketing Jargon-Monoxide Poisoning ™ Before It Kills Your Business
Jargon gets between you and your customer and it’s one of the biggest challenges in marketing messaging today, regardless of industry. As I’ve written about before, jargon is not just a disservice to your customer; it’s a marketing and sales problem for you that shouldn’t be ignored. [...]
Change The Game and Make Networking More Human
Tired of the typical approach to networking? Hey who isn’t? You go to an event and try to meet people. People are filtering you in or out based on your name tag, and deciding whether you are worth their time (hey, you know the undignified ‘sizing up’ look). [...]
6 Ways Poor Communication Kills Customer Value
The way you communicate with your audience either creates or destroys value. And communicating doesn’t mean that you’re successfully connecting with people. When marketing communication is brief, focused, and simple, it can add value by challenging your prospects’ status quo, expanding their options, and helping them to see [...]
Video Storytelling: Hey B2B Marketing, Lighten Up! An Interview with Tim Washer, Part I of II
An Interview with Tim Washer, Part I of II I had the pleasure of interviewing Tim Washer, Senior Marketing Manager Cisco, a little while ago on the topic of video, humor and storytelling. Prior to Cisco, he served as head of social media video production for IBM, where [...]
Storytelling at Royal Dutch Shell: Communicating “Complexity” in Simple, Human Terms
I had the pleasure of interviewing Don Bulmer, VP of Communication Strategy at Royal Dutch Shell, in January 2012 about how the company is approaching storytelling today. This article captures the essence of that conversation, and how Bulmer is planning to put an updated, human face on a [...]
