Do you disrupt or stick to the old ways?

Can you name 10 different uses of a hair dryer? If you have come short of that number, you might need to ask some more questions to wring creative juices out. Once you have, you might have actually come up with a number way higher than ten. What made companies which were under the radarContinue reading “Do you disrupt or stick to the old ways?”

Why your surveys get no response?

Here it goes again. Another questionnaire landed in your inbox. Someone came up to you on the street to ask you some questions. You dodge the bullet, you speed up pace, delete the email – ignore. But when you are in need of knowing what your customers think of what you offer them, when youContinue reading “Why your surveys get no response?”

Emails we want to read but hardly ever do

My internet provider sent me an email that read: As per our continued efforts to improve your experience, we have recently introduced a new service… In the10th line the mystery is resolved, and I grasp why this new service would interest me at all. Too late. I am disengaged and want to hit “delete” button.Continue reading “Emails we want to read but hardly ever do”

Decoding copywriting

Sometimes it is easier to define a process by saying what it is not rather than the opposite to debunk prevailing myths. So here is what copywriting is about. Coining new expressions? Writing a copy is a craft but it does not imply coming up with quirky sounding words. It is not about tongue twisters,Continue reading “Decoding copywriting”