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When Did “Good Enough” Become Good Enough?
When I was in high school, I had an English teacher who felt that while nobody’s work is perfect, certain elements of our writing were non-negotiable; things that, when ignored, showed a lack of attention by the writer and a lack of respect for the reader. No matter how amazing ...
What If Your Pants Were On Backward?
If you went to a party and saw a friend wearing their pants backward, would you tell them? What if it were you with the backward pants? Would you want someone to tell you? And if they did, how would you respond? Would you be angry for the criticism or thankful ...
Conversion begins with connection
Who are you trying to speak to? I used to get upset when my teenage daughter would demonstrate what I referred to as “advantageous interpretation disorder” - a condition that causes questions to take on whatever meaning is easiest to answer. I would ask, “Do you have any homework?” My ...
Powerful SEO Content Begins With Personal Connection
Posted on April 23, 2019 by R.J. Foster, I’ve always been intrigued by the science of search engine optimization (SEO if we’re talkin’ the talk), and fascinated by the idea of building a message around keywords and phrases that bring web searchers and surfers right to your post, page, or ...
Elevator speech secret: nobody sells to everybody
What I remember most about my first visit to the Wisconsin State Fair was the guy in the vendor building selling “super-shammies.” A miracle of spill management technology, these super absorbent sheets were able to soak up copious amounts of anything you might drip, dribble, or spill. More incredible than ...
Spellcheck doesn’t know write from wrong
I remember the first time I experienced spellcheck. “So, I just type away,” I asked gleefully, “and this spellchecker fixes all my mistakes? It’s like there’s an English teacher in the computer!” Turns out, it’s not. Because while spellcheck can indicate when you've typed the wrong spelling, it won’t necessarily ...
Consistency vs. repetition: change it up or get tuned out
It doesn’t take a marketing expert to recognize the importance of consistency. Whatever your platform, building brand recognition demands consistent messaging. This does not, however, mean you should be saying exactly the same thing over and over. We all have a favorite old tv show. And while we might enjoy ...
Is a picture really worth a thousand words?
Once upon a time...seriously, it seems like a lifetime ago...I used to travel around sharing my perspective on business messaging: shaping and sharing stories that engaged readers and made them want to know more. After one such presentation to a group very familiar with professional copywriting, someone asked if I ...
