Commercial Writing Archives

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

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...

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

Guesting, Messaging/Copywriting

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...

The 5-minute minimum viable story

Storywork

It’s easy to overcomplicate storytelling. And that’s a shame because writing a story should be simple. We’ve all done it since childhood. Everyone can write a story in five minutes. Yes, honestly it’s more than possible. It’s a certainty. I...

The almost endless macaron guide to types of blog posts

Guesting, Messaging/Copywriting

I dribbled. Well, salivated. Actually drooled. But I had nothing witty, sage or tasteful to say. No words at all. I was too busy trying to control my mouth excretions. Frankly, I just couldn’t believe … my tastebuds. Ever since the “Sweet...

The Pasta Lover’s Guide to Blogging

Guesting, Messaging/Copywriting

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?...

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