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Content Marketers: Your “Why” Makes the “What” Matter

I have never seen a video that shows the importance of “why” better than this one. The video isn’t aimed at content marketers, but I personally found this example amazing. The video is 3:48 and is from Michael Jr*. If you’re a writer or creator of any kind, you should watch it. Seriously. Watch it [...]

How to Write a Killer Case Study for Your B2B

A case study is what happens when a testimonial and product demo have a baby. This perfect combo shows how your product or service works in the real world using actual customers to tell the story. The case study pairs up a great client with a common problem and then describes how your service or [...]

6 Storytelling Mistakes You Must Not Make In your Marketing

Business writers and marketers use the words “story” and “storytelling” to describe what they do. Sometimes this confuses our clients. Here’s what I mean when I say “story” and how it relates to sales and content marketing writing. A story narrates something — true or made up — using a standard narrative structure. That structure [...]

5 Surprising Ways to Simplify Your Writing and the #1 Reason Why You Should

I write and ghostwrite for some brainy folks. Many of my clients hold advanced degrees. They are doctors, scientists, engineers, and tech gurus. In other words, they’re a bright bunch. Their smarts show up every time they open their mouths or put fingers to keyboards. They are brilliant and write like they think. Complex sentences. [...]