Messaging
Killed by the buzz: Why we’re losing words to the buzz effect (and what to do about it)
Here’s a question for you: What do buzzwords and That One Guy You Hate™ have in common? You guessed it. They both sneak into every conversation and…
B2B marketing / Messaging
Let’s Steal From Mother Teresa
A look at how warm ol’ human moments can outperform even the hardest of hard statistics.
B2B marketing / Messaging
Continue: The most chicken-hearted word in marketing
Marketers often latch on to words that soften their language. Actually, humans in general do this: think of the last time you said ‘Maybe I’m wrong but…
B2B marketing / Messaging
Why we’re so inspired by the MNDA mission statement
We’ve read a lot of Mission Statements. Most suck. This one is pretty great.
Charity / Messaging
How to signal authority
Trust is bound up with authority. Here are some ofthe weird ways humans signal authority to other humans.
B2B marketing / Messaging
Meaning, metrics and mojo: the 3 keys to B2B marketing today
If we had to boil down the big challenges for any B2B marketer—to 3 words all starting with M—this would be that.
B2B marketing / Messaging
How to write an anonymous business case study that doesn’t suck
Why the pursuit of public references shouldn’t bury your best stories.
B2B marketing / Messaging
WFH #9: The Adjective of the Pandemic
What does it say about B2B marketers that we cluster around the same phrases to express this big, hairy thing?
Messaging / Velocity Culture
WFH #4: Three principles for marketing in insane times
Marketing in a crisis like covid-19 is a very hard thing to get right.
Here are some principles that feel important for a time like this.
B2B marketing / Messaging
What are you actually saying?
Why does so much B2B content sound totally unlike human speech?
B2B marketing / Messaging
Beyond tone of voice: what’s your stance?
Tone of voice is hugely important in B2B. But there’s something just as important and far less understood: stance. What your brand actually does that’s…
B2B marketing / Messaging