Writing workshops, communication consulting and writing services
Two professors from Texas A&M University and one from the University of the Andes aimed to find out whether concrete or abstract information was more understandable, memorable and interesting.… Read the full article
After I presented a Make Your Copy More Creative workshop recently, an attendee pulled me aside. “The speeches I write are just 20 minutes long,” he said.… Read the full article
How can scanning old news headlines, getting a quick education from Wikipedia or asking your BFF and research assistant Google a question or two save a boring story?… Read the full article
My grandma and namesake, Annie B. Vrana, was an Oklahoma farm woman and one of the most colorful people I’ve known.… Read the full article
In the early 19th century, German philosopher Johann Friedrich Herbart said that interest leads to understanding, learning and memory — and even inspires readers to learn more.… Read the full article
Ogilvy was right.
If you want someone to buy what you’re selling — whether you’re pitching products and services or positions and ideas — you must first engage them.… Read the full article
The best stories ride up and down the rollercoaster of abstraction, showing for attention, then telling for meaning, then repeating the process again and again.… Read the full article
The best stories show, then tell, then show, then tell, again and again and again. And the best pieces mix up their concrete details with stories, statistics, scenarios and more.… Read the full article
It’s one thing to make a bio or profile creative. Breathing life into high-level strategy stories — like the company’s mission, vision, business objectives and annual goals — that’s another thing.… Read the full article
Some topics are hard to tackle. Brand guidelines, casual dress codes and safety, for instance, all come across as finger-wagging, nagging stories.… Read the full article
