The perfect tagline

Is it a starting point or a destination?

Your tagline summarizes everything about your business or brand, by telling your audience why you best meet their needs.

Your tagline doesn’t have to be verbose, explanatory, or even direct. Indirect taglines can be powerful—like the classic “Just Do It,” which essentially says “Our products will motivate you.” However, direct taglines are exactly what some businesses need. The most important thing is your message.

What’s the right approach for finding your own tagline? The Web is full of advice about how to do this, but most of it assumes that you’re ready to get started … Continue reading

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Choose a writing voice

Should your content be funny, or should it glare at funny?

If you have ready my other blog posts, you are probably:

  • familiar with my sometimes-casual voice
  • tired of me saying that “everything depends on your audience”
  • my mom

Why do I incorporate a casual voice for my blog posts? More importantly, how can you know what “voice” you should use? How do you know whether you should even consider using a “voice?”

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Four steps to improve your writing

A friend asked me “How can I improve my writing?”

Following is my response to him:

You are a busy guy who doesn’t have time for a writing seminar, or even a textbook. Don’t worry, because you are a smart guy. You can speak your thoughts clearly when you want to. So now, you just need to write them clearly. That will take time and practice, but here is some advice to get you started: Continue reading

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How to connect with your audience (3 of 4)

Thanks, greeting card, that’s just what I was thinking!

I’ve already waxed philosophical with tips about how to identify your audience, and identify with your audience. Now that you have a little Audience Avatar in your head, scrutinizing everything you write, it’s time to figure out how to make your audience happy.

To “connect with”you audience, you need to go a step past identifying with them. To put this in context, here are the steps I think you need to take before you can communicate with your audience:

  1. Identify your audience
  2. Identify with your audience
  3. Connect with your audience
  4. Communicate with your audience

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How to identify WITH your audience (2 of 4)

Understanding the sorrows of the people who read your stuff

Casting your mind back, my last post discussed how to identify your audience. Now, we’re adding the word “with.”

“Identifying with” your audience is one of the steps I think you need to take before you can communicate with them:

  1. Identify your audience
  2. Identify with your audience
  3. Connect with your audience
  4. Communicate with your audience

Continue reading