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Ann Wylie

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<strong>What's in a name? </strong>Not much. Go beyond name-calling to tailor your message to your readers' best interests. <a href="https://www.shutterstock.com/image-photo/hello-name-tag-sticker-on-white-498007852" rel="noopener noreferrer" target="_blank"><em>Image by EHStockphoto</em></a>

3 email marketing personalization tips

Be careful using names When should you use subscribers' names in newsletters and email blasts? What's in a name? Not...
Channels /
<strong>Get clicked</strong> When reading emails on mobile, recipients click 40% less often, find it 48% harder to understand content and are more likely to unsubscribe. Now what?

How to write great mobile emails

Reach recipients on their smartphones It’s Americans’ No. 1 online activity. It’s the top sharing channel in the world. The...
Channels /
<strong>Inbox is king</strong> “Email may well be your most productive marketing tool,” says HubSpot viral marketing scientist Dan Zarrella. <a href="https://www.shutterstock.com/image-photo/you-have-got-mail-95390650" target="_blank" rel="noopener noreferrer"><em>Image by rangizzz</em></a>

Why email marketing works [Statistics!]

It’s the No. 1 sharing channel in the world 4,300%. That's the average ROI on email marketing, according to the...
Channels /
<strong>Say it ain’t so</strong> If it doesn’t sound conversational and substantive, don’t expect journalists to pick it up. <a href="https://www.shutterstock.com/image-photo/businessman-holding-paper-that-say-blah-113481784" target="_blank" rel="noopener noreferrer"><em>Image by happystock</em></a>

Why CEO press release quotes suck

Reporters hate PR quotes What's the least important element in a release — less important even than the dateline or...
Channels / PR
<strong>Transport me</strong> When they get lost in a great story, readers are more likely to sync their attitudes with the story’s content. <a href="https://www.shutterstock.com/image-photo/book-worm-121082209" rel="noopener" target="_blank"><em>Image by Everett Collection</em></a>

Why storytelling matters to communicators

‘Transporting’ stories change readers’ minds Have you ever been lost in a story? Transport me When they get lost in...
Storytelling / Storytelling
<strong>Creative copy is powerful</strong> It attracts attention, helps people learn and remember — even makes them more creative, according to the research. <a href="https://www.shutterstock.com/es/image-photo/rear-view-businesswoman-looking-business-strategy-210178021" rel="noopener noreferrer" target="_blank"><em>Image by Sergey Nivens</em></a>

Communicate, don’t decorate, for creative content marketing

Creative copy can attract or distract “Prose is architecture. It’s not interior design.” — Ernest Hemingway, Nobel Prize-winning novelist Creative...
Description / Storytelling
<strong>Why you haiku?</strong> Haiku poetry cuts through the clutter of competing messages to get the message across. <a href="https://www.shutterstock.com/image-photo/summer-traditional-chinese-calligraphy-art-isolated-79194679" rel="noopener" target="_blank"><em>Image by elwynn</em></a>

How to write a haiku

Get the word out in 17 syllables Call it Curbside Haiku. Why you haiku? Haiku poetry cuts through the clutter...
Storytelling / Wordplay
Image by aga7ta

How to find the etymology of a word

Express the spirit of your words by exploring their origins One of the most creative examples of wordplay I’ve ever...
Storytelling / Wordplay
<strong>Attention to detail</strong> Creative content grabs attention, increases reading — even makes people slow down and read more carefully. Abstract, literal material does not. <a href="https://www.shutterstock.com/es/image-photo/young-lady-drawing-colorful-light-bulb-178460453" rel="noopener noreferrer" target="_blank"><em>Image by ra2 studio</em></a>

Why creative content marketing works

Make readers' brains light up After I presented a Make Your Copy More Creative workshop recently, an attendee pulled me...
Channels / Content marketing
<strong>But then the dream became a nightmare</strong> Something is wrong. Something is very, very wrong with these hackneyed transitions. <a href="https://www.shutterstock.com/image-photo/three-down-yellow-vintage-bright-colorful-728481832" target="_blank" rel="noopener noreferrer"><em>Image by fewerton</em></a>

How to write a transition sentence

Avoid transitional clichés Transitions can be hard to write. Maybe that's why we keep turning back to these hackneyed transitions,...
Writing structure
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