words 
Marketing Interactions
DECEMBER 21, 2021
Word choices evoke emotional responses. Marketing fluff and jargony words inspire indifference, leading to disgust when really amplified. Think about how you feel when you come across words like robust, leverage, or leading-edge. Now think about words like inclusive, confident, useful. That feeling can motivate action.
Marketing Interactions
OCTOBER 24, 2021
Assumptions that, even if close, are too high level to provide the insights that can transform the information you share to engage the audience because they recognize expertise and the words you’ve chosen resonate with them. In their words, matching their perspective. Many of them aren’t content writers—nor do they want to be.
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Marketing Interactions
MARCH 25, 2023
From word changes to “toning down ideas” to nixing things that might ruffle feathers, or agitate competitors, the reasons can be confounding. Where this happens is often in the review process. I’ve seen more great concepts get so dulled down after they pass through a variety of executive’s input and don’t even get me started on legal.
Marketing Interactions
JULY 25, 2021
If you look at the definition of hyper, the word is related to phrases like, unusually energetic and easily excitable. And words, including jumpy, jittery, and nervous. What is it with all the hyper? Is it the new “new and improved” label for marketing concepts?
Marketing Interactions
JANUARY 19, 2020
In other words, do you have the resources to create content and programs for five personas right now? There’s no substitution for getting to clarity in understanding your buyers’ world, the impact of the problem, the words they use to talk about it, what they hope to achieve, how they view success, and so much more.
Marketing Interactions
FEBRUARY 15, 2019
It’s great to understand the words and phrases that our prospects use to search for solutions to problems they need to solve that we can help them with. This said, do we understand why they’re searching for those things or at what point in their buying process they use those words and phrases for search? Go Talk to Your Customers.
Marketing Interactions
JANUARY 27, 2020
In other words, if a persona represents a role that isn’t involved all the way through the buying process, is it worth your time to build a full-blown persona designed to inform your content marketing strategy across the entirety of the buying process?
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