“Let me tell you a story…” is one of the most powerful phrases a person can hear. Whether we realize it or not, people in our companies already tell stories through content, branding, campaigns, social media, PR, the products we develop and the services we deliver. But rarely do they differentiate us. And they’re often unorganized and inconsistent, at best. Learn how to avoid telling the same old story and create one that has a life of its own.
Cut the Bull: Writing that Turns Heads, Changes Minds and Gets DecisionsCarla Johnson
Perhaps nothing makes a faster and more profound impact on clients, prospective clients, the media, employees and other audiences than that of the written word. In fact, research shows that nearly 90% of what you create is not seen as different or relevant enough to create much impact. Many A/E/C firms have technical teams weigh in on proposals, presentations and marketing materials. Even marketers find their strengths lie more in strategy and planning, rather than articulating expertise in an engaging, compelling and lasting manner. While accuracy is important, firms often lose out in the early stages of proposals because they don’t understand how to craft messages or get dropped later during consideration.
“Let me tell you a story…” is one of the most powerful phrases a person can hear. Whether we realize it or not, people in our companies already tell stories through content, branding, campaigns, social media, PR, the products we develop and the services we deliver. But rarely do they differentiate us. And they’re often unorganized and inconsistent, at best. Learn how to avoid telling the same old story and create one that has a life of its own.
Cut the Bull: Writing that Turns Heads, Changes Minds and Gets DecisionsCarla Johnson
Perhaps nothing makes a faster and more profound impact on clients, prospective clients, the media, employees and other audiences than that of the written word. In fact, research shows that nearly 90% of what you create is not seen as different or relevant enough to create much impact. Many A/E/C firms have technical teams weigh in on proposals, presentations and marketing materials. Even marketers find their strengths lie more in strategy and planning, rather than articulating expertise in an engaging, compelling and lasting manner. While accuracy is important, firms often lose out in the early stages of proposals because they don’t understand how to craft messages or get dropped later during consideration.