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What’s Baked into Your Brand? Is it FAB?

By in Branding, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

Baking benefits into your brand mix makes it magical   It’s actually almost alchemical. You put sticky spoonfuls of dough in the oven and you get warm, gooey cookies. Except … it’s not really magic, it’s science.   Similarly, by baking benefits into your brand … it will be as irresistible as fresh-baked cookies.     You like soft gooey centres. He likes a snap to the bite. Oh, if only there was a cookie recipe that pleased everyone all the time. Yes, it’s tough in the kitchen. Just like the omelette and risotto (which many believe are the true test of a chef) the humble cookie is the baker’s crucible. Why? So few ingredients, yet so many possibilities for disaster. Brand messaging mirrors the pastry chef’s cookie challenge — because it’s what goes into making a message that makes all the difference. So pay close attention, I’m about to share my best message baking...

If You Build Your Brand, Will They Come? Ask AIDA…

By in Branding, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 2 comments

Sometimes you can get a little too much sun, basking in the glory of building your brand.   So much so, that you start hearing voices telling you “If you build it, they will come.”   That line may have worked for Kevin Costner’s character in Field of Dreams, but advice like that can prove disastrous for a brand start-up. Great brands work to a process, to create both sales and success…     It’s got to be said. Field of Dreams lied to us. Why? The voice that spoke to Ray Kinsella and told him to carve that dang baseball diamond from his head-high cornfield left something out. Yes, the tiny tidbit missing was, “If you build it, they will come. But it’s gonna take some effort to get them here.” In the movie, the ghosts of great players miraculously emerged from the cornfield to play ball on Ray’s field, but that sadly doesn’t happen in the real world. Your...

We’re born to create. Are you leaving something worthwhile?

By in Copywriting, Creative Life, Quirkies, Stories | 5 comments

Have you ever woken up in the morning and felt an ache inside?   A feeling that there’s something more you need to do? That you’re destined for something greater? So go do it. Make a mark. Or even … just begin.   But sometimes you need a kick-start. Here’s a few for you: What creative legacy do you want to leave? Look for places to make a difference.   What mark you want to leave as a unique reminder of your life? Find people and places where you can add, not take away.   What undiscovered treasures have you dreamt of finding? Open new eyes to hidden gems.   How wide is your life right now? Make sure you live life’s width as well as its length.   What’s your passion, something you’re always talking about everywhere you go? Make you heart sing.   We’re only here once (that we’re sure of). Make sure you’ve left something.   What can you add?...

The evil truth about contrast and conflict in all great storytelling

By in Branding, Copywriting, Stories | 4 comments

Our everyday life and language is built on opposites and contrasts.   I hate you … I love you. You’re beautiful … I’m ugly. We’re rich … they’re poor.     And if you ask someone how things are going, you’ll typically get a conflicting message “Oh, it’s up and down” or “I’m so cold, but my feet are warm.” Thinking about it, our lives and surroundings are based almost entirely on binary oppositions, or paired contrasts – night and day, left and right, man and woman. And their very co-existence is essential for us to understand the world, events and emotions. For understanding to occur, things need their paired opposite. Their very opposition creates and gives meaning. We get it.   Darkness proceeds daylight That means we don’t actually learn and derive meaning from what things are, but from their relationship to other things. Have you ever considered how you’re able...

Word-work notes: Dear bullet points …

By in Copywriting, Editing | 4 comments

Bullet points are essential tools for creating crisp, clear readable text.     I could wax lyrical about the art of the bullet, but instead I thought I’d just post a note of thanks.   Anything you’d like to add? Feel free to drop your own note to the bullet points, in the comments   Get blog updates & newsletters Get blog posts as soon as they’re posted and fortnightly newsletters on how to write meaningful brand stories Enter your email address: Delivered by...

The Pasta Lover’s Guide to Blogging

By in Content Marketing, Copywriting | 4 comments

Sometimes there’s nothing more comforting than a big bowl of pasta.   There’s no logic to the addiction – it heals, fills and enraptures us with each mouthful. But that’s often the way with food that feeds our soul.     What has pasta got to do with blogging? Well blogs are like pasta for the mind. They come in all sizes and shapes and cater to all tastes and cravings. But like pasta, blogs aren’t the real ‘point’ of the meal – they’re the inexpensive carrier for a myriad of different content sauces and there’s a lot to choose from and chew on across the web-trattoria.   Food for thought Blogging is about sharing. So is a meal of pasta. There are few dishes that can compete with the scientific effect called “yummy,” produced by cooking a simple flour and water dough (or flour and eggs in Northern Italy) in boiling water. Add a suitable sauce and it’s a match made in...

Word-work notes: Dear subheads …

By in Copywriting, Editing | 2 comments

  Anything you’d like to add? Drop your own note to the subheads, in the comments   Get blog updates & newsletters Get blog posts as soon as they’re posted and fortnightly newsletters on how to write meaningful brand stories Enter your email address: Delivered by...