Great Positioning? — Just Do It!
Nike’s ad agency in Turkey came out with one of the most original and playful example of correct positioning I’ve seen lately. You know Nike — athletics, “Just Do It” and that iconic swoosh — even if...
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The Value of Humor in Marketing
We’ve all seen great ads that stuck in our minds because they had a touch (or a bagful) of humor in them. Who can forget the kid in the Darth Vader costume who “starts” his dad’s Passat using The...
View ArticleToo many cooks spoil the (marketing) message
Some of my recent projects have run into what I call the “too many cooks” problem. Different parts of the client’s branding or collateral were done by different people at different times. The result is...
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Quick ways to make your Microsoft Office documents look better
Microsoft Office is everywhere. There’s hardly a company, from enterprise to small business, that doesn’t use it to create letters, proposals, estimates, promotional emails, even flyers and (gasp!) ads...
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Robly: An email marketing company that really “gets” marketing
To hear most Internet marketers and email marketers tell it, you’d think the only things that exist are the ‘Net and email. Snail mail? What’s that? But here in the real world, people who actually have...
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Give Me Some Space
Space: it may well be the Final Frontier, because when it comes to documents it’s clear that it was never taught in high school. I think we were only ever flunked on content, and so we fixated on the...
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When it comes to spacing text, more is usually more
By now, if you read the last post, you’re starting to think that designers seems to place as much importance on the spaces around and between things as on the things themselves. And you’re right. One...
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Getting noticed at a busy trade show
Trade shows are an important way for many businesses to reach their audience and generate interest in their products, but they have an equally important downside: they’re a very expensive investment....
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Just say “No” to these bad typing habits!
There are some things you should never do when typing documents in Microsoft Word, Apple Pages or any other word processing app. Some of these avoidables may be deeply-ingrained habits. Some may invoke...
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Which Font Should I Use?
When I’m consulting with businesses about the “look” of their corporate communications, one of the hot questions is always, “Which font should we use?” In an earlier Creative Tips post I touched on...
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Type Says More About You Than You Might Think
I’ve mentioned before that it’s important to choose your typefaces (not “fonts,” which are particular styles, like bold or italic, of a given typeface) carefully and not simply accept the defaults...
View ArticleYour Book is Great. But Will It Look Great?
For a typical author, it’s all about the content. That’s as it should be. Creating a book of any kind, whether it’s a novel, a how-to, or a travel book, takes a tremendous amount of creativity, thought...
View ArticlePreparing Your Manuscript for Typesetting, Part 1
A manuscript you submit to a publisher or literary agent will follow certain guidelines — plain fonts, black text on white paper, no fancy formatting, generous margins and double-spaced lines....
View ArticlePreparing Your Manuscript for Typesetting, Part 2: Editing and Proofreading
BASED ON A TRUE STORY The scriptorium (writing room) at the Abbey of Our Lady of Perpetual Wordage, 835 A.D.. Monks are seen diligently copying text into new volumes. The chief scribe, Brother Mark, is...
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