Why do most people call any adhesive strip, “Band-Aid”… over-the-counter pain pills, “Aspirin”… and in-line skates, “Rollerblades”? Branding, of course. Those trademarked brands have become the generic name of that item, which may be the ultimate goal of marketing. Generic … Continue reading →
1. Bragging Have you ever felt like buying from a salesperson who answered your questions by bragging about how good he was and how many awards he’d won? No. Nor has anybody else I’ve asked. Yet so much corporate content is … Continue reading →
Some time ago a client sent a message I’d written to subscribers of an industry newsletter. Split into two parts, the message tested whether or not the reader was sufficiently interested to a) visit the company website, b) finish the … Continue reading →