The American Egg Board chooses tipsheets When Americans bought more plastic and candy eggs and fewer real eggs for Easter 2012, the American Egg Board turned to Edelman to take back Easter. But Edelman and the Egg Board didn't send out releases and tweets saying, "Eggs are great." Instead, they created tipsheets on how to hard-boil, dye, decorate eggs and create dishes … [Read more...] about An eggcellent idea
Archives for December 2015
Make Your Copy More Creative in Phoenix
Learn to engage readers with wordplay, metaphor, storytelling and more at this two-day Master Class My husband likes to quote Anonymous, who said: "If a man speaks in the forest, and no woman is there to hear him, is he still wrong?" The corporate communication writer's corollary: If you cover your terribly serious and important stories, and nobody pays attention, does … [Read more...] about Make Your Copy More Creative in Phoenix
Turn policies and procedures into people
Human interest helps fight the 7 dreary P's Call them the seven dreary P's: programs, plans, policies, procedures, protocols, positions and products. Bring these mind-numbing topics to life by turning them into an eighth P: people. That's what graduates of our most recent Master the Art of the Storyteller Master Class did. Let people stand for protocols. For … [Read more...] about Turn policies and procedures into people
Features work for emails too
Concrete details make great invitation leads When I teach the feature-style story structure, communicators nod. It seems reasonable that readers would prefer concrete, creative stories to a hierarchical blurtation of facts. BUT — and as Pee-Wee Herman said, there's always a big but — they wonder, is the feature-style story structure for everything? Even … [Read more...] about Features work for emails too
A world of pain
Just 2% of adults globally perform at the top literacy level Read it and weep: After decades of reporting five levels of literacy, the largest adult literacy study in the world has dropped Level 5, the top level, for lack of participation. The reason: Just 2 percent of adults worldwide performed at Level 5, so researchers combined it with Level 4 in their most recent … [Read more...] about A world of pain