How to organize a case study A colleague in health system marketing counsels his case study writers to "Get the patient to the hospital." Wrong! When it comes to case studies, it's about the client's problem and results, silly, not your solutions. Here's how to use the feature-style story structure to organize a case study. I. Introduce the problem and client in the … [Read more...] about Crack the case
Archives for November 2014
Get clicked, read, shared and liked
Polish your Web writing with Shel Holtz and me in Santa Fe, Feb. 11-12 Would you like to use fill-in-the-blanks templates that virtually write your blog posts for you? Reach clients and customers through images, infographics and Instagram? Write content for the mobile Web? If so, please join Shel Holtz and me for "Catch Your Readers Via Social Media," a two-day writer's … [Read more...] about Get clicked, read, shared and liked
Check it twice
How to write a good list "I love lists," writes Adam Savage. "Always have. When I was 14, I wrote down every dirty word I knew on file cards and placed them in alphabetical order." There are lots of things to list — organizational accomplishments, steps for getting the job done, dirty words. Here's a list of three ways to list things right: 1. Got a list? List … [Read more...] about Check it twice
Don’t personalize, localize
Avoid 'Ann, your e-zine is here' It just makes sense that calling out to your recipient by name in the subject line would grab attention and drive opens and click-throughs. Right? After all, 94% of businesses believe personalization is critical to their success, according to a recent Econsultancy survey. Shouldn't it help with email, too? Wrong, say the authors of … [Read more...] about Don’t personalize, localize
‘He said it right’
Make your leads concrete and creative Who said TV was bad for you? My West Wing binge watching is paying off with great writing tips. Here, some insights on approvals — and the right way to start a story: "CUT TO: INT. MARS BRIEFING REHEARSAL — DAY The TelePrompTer shows the name 'Galileo' on it and Sam's head pops up. The crewmembers of the NASA Public … [Read more...] about ‘He said it right’