Part of an occasional series on the oddities of the English language Lately I’ve been struck by the phase “to strike out.” I recently struck out on my own to start the writing business I’ve dreamed of for a decade. But in doing so, I wondered whether I struck out at my old agency job,… Continue reading Striking Out
Josh Noel’s new book, Barrel-Aged Stout and Selling Out: Goose Island, Anheuser-Busch, and How Craft Beer Became Big Business, is more than a history of Goose Island Beer Co. Rather, this goes far beyond the sales itself and presents one of the best, most interesting marketing case studies I’ve read. Noel, the Chicago Tribune’s beer… Continue reading Review: Barrel-Aged Stout and Selling Out
WordStream conducted a very interesting analysis of the top-performing AdWords ads. The study looked at nine months of US-based, English, non-branded ads. They ran textual analysis on the ads that performed best (based on impressions, clicks, and CTR) to suss out which words truly work best. A few findings: 1) Make it about audience —… Continue reading Smart Ads: Lexical Diversity, Active Words, Punctuation!
Headlines and subject lines are tricky. And asking a question in a headline poses extra special challenges. Namely, if your question can be answered by a simple, “No,” they have no reason to click through or open. “Is your refrigerator running?” “Nope!” This little edict actually has a name. Betteridge’s Law of Headlines states: “Any… Continue reading No Questions: Writing Headlines that Deserve a Click
Reaching the right audience with the right message takes a village. A content village. Every member of your content team can do their job, to the letter. But if everyone’s operating independently, the message can be disjointed or misdirected. Maybe the message is right for the target, but not for the people actually reading. Perhaps… Continue reading Build a Content Village
Here's what's been on my nightstand and in my backpack lately: An Exact Replica of a Figment of My Imagination - Elizabeth McCracken McCracken gets it. I wanted to highlight entire pages. As the cover pull quote says, “This is the happiest story in the world with the saddest ending.” Beautifully written, haunting, and nakedly… Continue reading Reading Roundup
We all know that content is more important than ever in marketing. Think about which ads or campaigns stick with you - and you'll likely realize that it's typically the content itself that resonates, rather than a smart placement or a unique product. As panelist Joe Rosenthal from Ogilvy noted, "You don't want to be… Continue reading Content That’s Worthy: Medill Talent Q