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image of bubble soccer illustrating how influencer product testing bursts your bias bubble

Burst Your Bias Bubble with Influencer Product Testing

October 11, 2016 - Influencer marketing, influencer product testing, Marketing

There is a lot of luck associated with the success of a new product or major feature. But success is also predicated on an organization’s openness to gathering unbiased, external feedback before the product is launched. In psychology, there are two cognitive biases working against…

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image of excitement for product value add

“Product Value Add, Value Has, and Brand”

July 26, 2016 - Marketing

More than just business-speak The language scolds get annoyed with business-speak like value add/ adds value. I’ll admit it, I started researching this idea with this screed-like thesis: namely, that we should be talking about our products/ companies in terms of “has value” not “adds…

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Annual vs Month to Month

July 7, 2016 - Contributor Musings
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Drip Campaign vs. Waterboarding

July 5, 2016 - Marketing

You may have read information advising a drip campaign primarily focused at automated email campaigns originating from marketing automation software companies.  The premise of a drip marketing campaign, analogous to drip irrigation, is to deliver a small, steady stream of marketing materials in a pre-determined…

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Multiple Persona Disorder

June 7, 2016 - Marketing

For your copy to succeed, it should have the content your leads and customers want. When written for everyone, your copy has multiple persona disorder, and resonates with no one. To avoid this, you must craft content for a specific type of person that embodies…

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Influencer Marketing in Tech:  I-Way or the Highway

May 26, 2016 - Marketing

It’s tempting to begin with a definition of influencer marketing, but what‘s really driving this marketing strategy is the customer. So what do we know about the high tech market segment? Tech souls are more than skeptical when it comes to receiving product information when…

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Humor in Marketing is No Laughing Matter

February 9, 2016 - Marketing

Let ‘er Rip! Let Flatulence Keep Your Content Fresh. Why use humor in marketing? Because it’s fun, dammit!! It turns out there are MUCH better reasons then your own enjoyment (but I think that should factor in – what you enjoy, you tend to put more…

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T-Shirts

February 7, 2016 - Contributor Musings
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Be a Know-it-all:  Transform Your Tech Writing to Tech Marketing

January 5, 2016 - Marketing

Technical writing is difficult. Technical marketing can seem even more difficult. Scientists, technology developers, and marketeers all struggle with transforming technical specs into a story. Why? Tech writing reveals what the product is and does — a cinch for a technical person. Tech marketing reveals…

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Don’t Stop! How to Prevent Perfection Paralysis and Get Marketing Content Out the Door

December 9, 2015 - Marketing

There is no question that we need help to create the best possible marketing content. Editors within our team are critical to bringing out our best.  High standards and approval requirements can prevent high regret releases from occurring. Like anything, though, a little goes a…

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