creative copy

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

Study after study shows that when you add interesting, concrete details to your message, people remember them — sometimes to the exclusion of less fascinating, more abstract ideas.… Read the full article

Why creative content writing is important

Grab attention, keep it longer, communicate better & more

My crotchety neighbor likes to quote his favorite philosopher, Anonymous:

“If a man speaks in the forest, and no woman is there to hear him, is he still wrong?”

… Read the full article

Why wordplay works in communications

We pay attention to and remember puns, alliteration

A hand shoots up in my Make Your Copy More Creative workshop.

“But,” the communicator says, “don’t you risk confusing people with wordplay?”… Read the full article

‘Get the name of the dog’

Name names, number numbers

I still remember — more than a decade later — one of the thousand heartbreaking stories about Hurricane Katrina victims, an AP report about the Superdome evacuation:

Many people had dogs, and they could not take them on the bus.

… Read the full article

Turn programs into people

Bring stories to life with human interest

Quick! Which would you rather read?

Do your associates consistently provide extraordinary service, deliver superior results and develop lasting relationships with our customers, communities and colleagues?

… Read the full article

Color bind

Yes, Communicator, you can make your copy more colorful

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