For millions of people, coffee is an essential morning tradition that fuels the start of their day—and most of the time, you probably don’t even think about it. But behind every sip of coffee, there’s a fascinating story that begins in the country where it was grown and ends with the choice of cup that […]

Disposable plastic water bottles are a convenient way to stay hydrated, but they have major consequences on the health of our planet—not to mention the people who drink from them. The production and disposal of bottled water negatively impacts the Earth’s resources, the size of our landfills, and even the level of water pollution in […]

Company: Euromic Company Overview: Euromic is a non-profit association founded in 1973. It is an events and destination management partnership created to market and promote its members to the meetings, conferences and incentive travel industry on a worldwide basis. With 53 unique destinations, Euromic represents more than 500 group travel professionals. Goal: Joe Lustenberger, Euromic’s […]

Have you ever noticed how many questions you are asked on a daily basis, not just from the people around you, but in the media you consume? Do you ever stop to wonder if these rhetorical questions really help to drive conversions and sales? Isn’t it kind of annoying to be bombarded with questions that […]

After performing market research and reviewing your customer trends, you’ve finally identified your target audience. So now what? How do you use that information to engage with your company’s target audience in writing? Writing for an audience is usually as simple as maintaining awareness of them while you write. We tend to communicate differently depending […]

Most business writers would agree that creating marketing collateral would be a lot easier if there were words and phrases absolutely guaranteed to sell. If only there were some magical, hypnotic phrase that tapped directly into your audience’s brain and convinced them to take action! We can’t provide you with any magic words, but there […]

Even the most punctual, disciplined person can probably admit that he or she has waited until the last minute to do something—be it pay a bill just before the due date, use a coupon on the day it expires, or frantically finish an assignment the night before the deadline. Deadlines are a motivator; if they […]

Contrary to popular belief, using business cliches in your writing isn’t always a bad thing. The definition of a cliche is “a trite or overused expression or idea,” but sometimes those terms and sayings are overused for a reason: because they work. Advertising works best when it’s able to transmit a wealth of information and […]

We’ve all had an experience where we had to re-read something in order to understand its meaning—whether it’s a sentence with an unusual structure or simply a word we’ve never seen before. As a copywriter, it’s your duty to make sure that your audience never has a similar experience whenever reading your copy. Many marketing […]

We don’t normally think of business writing and the art of narrative storytelling as having much in common. It doesn’t seem likely, after all, that the person writing a corporate brochure or promotional flyer is also the author of your favorite adventure novel. But at the same time, which of those things are you most […]