I went to the post office box and found a rhinoceros. The clever people who produced this brochure should have used a bull instead, bulls being more at home in marketing, but let’s not be picky. He’s a rhino with spots, and he’s hawking analytics software.
Ask anyone in marketing or journalism whether spelling counts, and you’ll get a resounding yes. Typos of any kind hurt.
They signal lack of attention, they erode the consumer’s trust and they’re embarrassing. When readers have little else to judge a writer or a publication, they resort to what they do know, like spelling. It’s like people judging the frame of a house by the paint, or the mechanical condition of a car by the way it “drives.” They’re like a grocery store with flies buzzing around or a dentist who dresses like a slob.
Professionals in every line of work try like hell to avoid those flies in the air.… Read the rest “Counting flies and typos to find ROI”
I comb through a lot of business intelligence-related press releases and articles, so I was surprised to hear that the new book Made to Stick is popular among PR people.
In fact, the fact that the book is more popular among PR people than any other profession is co-author Chip Heath’s main disappointment. Last Wednesday night at his Global Business Network talk, he said he’d hoped to reach more HR and engineering types. Marketing and PR people already know the principles the book spells out, he says.
How many of them know those principles?
If you’re not familiar with the book, it’s worth reading.… Read the rest “More BI writers need “Made to Stick””