Author Archive: Ruth
Thursday, November 8, 2012 by Ruth
When is the last time you encountered a road sign with the words “Curvy Road Ahead”? More than likely, you saw a sign like this instead: This sign is highly effective. It’s clear the road ahead has twists and turns—and the squiggly arrow requires no translation. In the business world, iconography can be just as [...]
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Tags: Beyond the Style Guide, Content Bureau, iconography, icons, marcom, marketing collateral, marketing communications, messaging, SAP
Posted in Beyond the Style Guide | No Comments »
Tuesday, August 21, 2012 by Ruth
You’re tasked with creating solid and rich marketing messaging. Suddenly, everyone around you wants to weigh in on content—and the “messaging madness” ensues. Whether you’re developing the foundation for a multiproduct campaign or creating detailed product descriptions to support your latest release, the most time-consuming aspect of the process is getting agreement around central themes. [...]
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Tags: Content Bureau, copy blocks, How to Write a Great ..., marketing messaging, messaging, messaging grid, messaging project, multiproduct campaign, product content, product descriptions, taglines
Posted in How to Write a Great… | No Comments »
Wednesday, July 25, 2012 by Ruth
What can you do with 25 words? Write a note to your kids about how to reheat dinner. Make a grocery list. How about tell a complete, compelling story? It’s possible to finesse about two dozen words into a product description that’s not so high-level it glosses over everything, but also not so detailed it [...]
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Tags: 25-word product description, concise writing, Content Bureau, copywriting, How to Write a Great, marcomm, marketing, product description, writing
Posted in How to Write a Great… | 1 Comment »
Tuesday, May 8, 2012 by Ruth
With bullets, what’s not to love? They are bold, matter-of-fact, and reliable—kind of like my best friend. (My personal fave? The little square ones.) Most common in business writing is the traditional—but, dare I say, passé—black dot, followed closely by the slightly more updated version of the little black square. But bullets do allow for [...]
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Tags: bulleted copy, bullets, Content Bureau, copywriting, marketing communications, style
Posted in Beyond the Style Guide | No Comments »
Thursday, February 23, 2012 by Ruth
Looking to pack a big content punch into a small file? Need to convey complex or detailed information, but don’t think your audience can stomach another 20-page white paper? Want your document to be visually interesting and interactive, too? Look no further than an interactive PDF (iPDF). No more paging down to wade through content [...]
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Tags: Autodesk, B2B marcomm, Content Bureau, copywriting, infographics, iPDF, marcomm assets, playbook, SAP, thought leadership
Posted in The Business of Copywriting | No Comments »
Friday, April 15, 2011 by Ruth
Ho-hum. Another white paper. Most clients struggle to turn this staple of the high tech industry into something exciting, engaging, and most important, actually read. An edgy white paper is refreshing. Challenges your thinking. Shows true zeal. We’ve written hundreds of white papers. Though often few and far between, the edgy ones are my favorite. [...]
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Tags: copy, copywriting, graphics, layout, white paper, whitepaper
Posted in How to Write a Great… | No Comments »