The use of adjectives such as “unique” to describe a product or service is a sure sign of weak or lazy copywriting skills.  It takes real work and real effort to uncover benefit statements that are meaningful to customers, and … Continue reading →

The most important element of marketing campaigns is effective communication.  Marketing, after all, is all about communication.  Effective communication is the only way to produce positive results. How can you produce effective communication? By understanding that communication is a science. … Continue reading →