What’s a We Count, and why should you do one?
Your We Count is the number of times the word we (or I) appears on the home page of your website. A higher We Count usually means the messaging is less likely to convert visitors into prospects. We is...
What’s a thought leadership “first reader?”
Your first reader is a professional editor who will assume the role of your ideal prospect as they go through your thought leadership effort. They’ll put your V1 through the wringer before your ideal...
Grammar for marketers: Subject vs. object.
In regular grammar, the subject does to, for, or because of, the object. In grammar for marketers, it’s the “because of” that matters most. The subject is the main character, state or object of the...
What do we want from thought leadership?
The term “thought leadership” was coined in 1994 by Strategy and Business magazine’s then editor-in-chief Joel Kurtzman. “Thought Leaders,” he said, “possess a distinctively original idea,...
Hiring a copyeditor? This is what to expect…
Hiring a copyeditor can be the best decision for your messaging. Yes, a copyeditor will help you maintain your credibility by finding the spelling, structural and punctuation errors you may have...
How to identify your most important content.
While variations exist by company and industry, these four pieces of content appear regularly on lists of most important content: Home page/Landing pages This qualifies as most important...
What comes after “Made in Canada?”
Almost overnight, Canadian consumers have been swept by a wave of economic nationalism. We’re actively seeking out “Made in Canada” products and services for our homes, lives and businesses. And...
Finding your Why You?
Find your why. We’ve all heard that phrase a lot over the last decade. It’s been the title of a best-selling book, and it’s been discussed at the highest levels of management strategy....
The Globe and Mail asked us about ChatGPT. We were honest.
Like most people, we were blown away in November 2022 when ChatGPT hit the market. Unlike most people, it represented the first possible existential threat to our business. So, like the responsible business...
Does Your Company Have a Unique Message?
Can you tell a prospect why their lives will be better tomorrow if they choose you today without mentioning price? And can you confidently say no one else will make their lives better like you will? If...
Is the “Content Writer” in Jeopardy?
Anyone who writes for a living (from the content writer to the screen writer) has had to look deep into their souls over the last few months. “What does AI mean for our jobs?” “Will the robots be...
Why Invest in Quality Proofreading?
After quality copywriting, quality proofreading is the best thing you can do for your message. The breakneck speed of marketing and the pace of agency life make it a breeding ground for mistakes that no...