August 31, 2018

Taglines matter

Filed under: Marketing Quick-Tip — admin @ 1:38 pm

Taglines are a simple way to identify your brand 

The purpose of a tagline is to associate one key thought with a brand in the minds of key consumers. Most, but not all, take the form of a promise.  Some notable examples:

  • Disney – The happiest place on earth.
  • Avis – We try harder.
  • Nike – Just do it.
  • Capital One – What’s in your wallet?
  • Kentucky Fried Chicken – Finger Lickin’ Good.
  • Budweiser – The king of beers.

Hopefully, on a regular basis, you are sending out a lot of substantive information on what your brand has to offer your various audiences. It’s necessary that such messages go into some depth, are frequent, and differ somewhat each time they are sent out. But it is the job of the tagline to plant one key, leave-behind thought in the target audience’s mind . . . over and over again. It reminds people what you think is most important about your offers.

Does your business have one? If not, I would heartily recommend you adopt and use one.

We have a tagline. Our mission since 1976 has been to stand behind the suggestion it makes.  By the way, that’s it . . . right above my name on the signature line below.

Let’s take it to the next level!


August 14, 2018

Close only counts in horseshoes.

Filed under: Marketing Quick-Tip — admin @ 1:31 pm


The above saying has always been a favorite of mine. As a kid, it was the taunt our, or the other, team used after a close victory.

I had no idea this saying would one day play into my current occupation as a copy editor.

Indeed, written words that “almost” fit a thought perfectly – especially a selling point – can spell the difference between a marketing hit, or miss.

More often than not, some of the original copy clients send for review can be merely a tad off point But that’s neither good enough for them, nor me.

Unlike casual, backyard horseshoe games, there often is a lot at stake (pardon the pun) in marketing communication.

And the difference between a “leaner” and a “ringer” can be the sweet sound made by a cash register.


August 13, 2018

What a copy editor does

Filed under: Marketing Quick-Tip — admin @ 3:49 pm


We’re not just needed to correct blatant errors.

But also the subtle flaws that can distract your audience and cloud your meaning.

Good editors love language, and revise content to ensure clarity and accuracy.

We turn a rough draft with spelling, grammar, language or style errors into a piece ready to fulfill its mission.

Copy editors deal with things like:

  • Clarity
  • Tone
  • Consistency
  • Grammar
  • Punctuation
  • Transitions
  • Structure



Of proverbs and boats . . .

Filed under: Marketing Quick-Tip — admin @ 9:17 am

Old proverb:  He who represents himself has a fool for a lawyer.

New proverb: He who edits himself should have an expert for an editor.

OK, I made that last one up, but it’s true. Even the best writers take advantage of expert editing.  When you present an idea, product or service, having the power of qualified, independent review on your side can make the critical difference.

How words are chosen and arranged can spell the difference between smooth sailing and missing the boat. But, I don’t want to be your navigator, just your wordsmith.

One who’s helpful when you need your important messages to hold water.



I’m asking for a job

Filed under: Marketing Quick-Tip — admin @ 9:10 am

A local real estate pitchman has spent millions on TV saying he’s “just asking for a job.” I trust it’s been effective, or he wouldn’t keep saying it.

He didn’t invent that line, of course. Asking for the order is a baseline tenant of salesmanship . . . and one you and I probably should use more often. Right?

As evidence I believe that, I’m going to use it right here:

Hire me for strategic writing and editing services that can convert unengaged prospects into raging enthusiasts (or, at least, devoted clients).

Remember – before you can convert them, you must alert them . . . by using fresh, effective verbiage on the reasons why hiring you matters. As a wordsmith, that’s my specialty. I use words wisely to get results.

But, “I’m not bragging. I’m just asking for a job.”