Storytelling
About Us Page Examples and How to Write Yours
The best about us page examples do one job. They tell a stranger who is behind the business, then prove it with something the stranger can check. A…
Brand Messaging
Startup Messaging and How to Explain What You Do Clearly
Startup messaging is the small set of ideas a young company chooses to say about itself: who it helps, what problem it solves, why it is different…
Storytelling
Visual Storytelling for Brands
Visual storytelling is the use of images, color, layout, motion and sequence to tell a story that a viewer understands before they read a single wo…
Brand Messaging
Messaging for a Rebrand and What to Change and What to Keep
Messaging for a rebrand is the set of words that explains your new brand to the people who already know your old one. Good rebrand messaging says w…
Brand Messaging
Customer-Centric Messaging and How to Write for the Reader
Customer-centric messaging is messaging built around what the reader wants, fears and needs to decide, not around what your company makes. To write…
Brand Messaging
Website Messaging and What to Say on Each Page
Website messaging is what your site says to each visitor, in what order, and with what proof. Effective website messaging gives every page one job…
Storytelling
How to Keep Your Brand Story Current
To update your brand story, keep the core that explains why your company exists and who it serves, then refresh the proof, the customer details and…
Brand Messaging
Brand Voice and Tone, How They Differ and Work Together
Brand voice is the personality that stays the same in everything you write, and it puts your brand’s personality into words. Brand tone is ho…
The thinking, before it becomes a case study.
One argument a week, and one thing you can test. Ground Truth, Wednesday mornings.