Archives for April 2016

The great part about the internet is that when companies mess up in 2016, they get the backlash and we get the lesson. The internet marketing world is ablaze with the recent email from AppSumo - a well-respected company known for its compelling content and for its voice. In selling a product called the “Pocket Tripod,” AppSumo included the following line: We've all taken a photo or video that looks like Michael J. Fox was behind the lens. I’m not going to delve into the details of … [Read more...]

This afternoon, I was innocently perusing Facebook and woah! Good copy alert. Check it: So, let's break this down quick by asking 4 questions: What are they saying here? Who are they speaking to? What is the voice? Does it work? 1. Why are they saying? The message is pretty clear -- these bars are so simple that anyone could make them. Things they didn't say outloud (because they didn't have to): All-natural No chemicals/preservatives/weird stuff Made with only … [Read more...]

“I don’t like to read very much because I don’t want to contaminate my voice.” I’ll never forget the look on Professor Eric Gansworth’s face when my creative writing classmate announced his stand on the professor’s suggestion that we read a wide variety of sources. It was actually a lot like this: (Yes, that’s really him) Here’s the simple fact about voice: You are the collective product of what you read, what you see, and what you hear. And that’s the cool part! That’s what … [Read more...]