Arthur Germain

Can the power of words alone make a difference in your marketing?

March 27, 2012

The choice of words you make is important – vital – to convey the meaning you intend. My readers, your readers, prefer specific, concrete and powerful words. But that’s not always what they get. The writers I work with know that I dislike using certain imperfect words in our content marketing. Unless you are discussing lunch [...]

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5 Reasons Good Marketing Content is Like Being the Smartest Kid in Class

March 22, 2012

Confession: I did well enough in school, but I was not the Smartest Kid in Class. In high school, that would have been Andy (now Andrew Shooman PhD). But I think there are lessons to be learned from being the Smartest Kid in Class that apply to your marketing content. Certainly, it helps if you [...]

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A Brief History of Content Marketing – Infographic from CMI

March 16, 2012

The team at Content Marketing Institute has outdone themselves in preparing this infographic depicting A Brief History of Content Marketing. I would especially like to note the way these brand storytellers have told a story about storytelling in a fun, compelling fashion. How many of us have created boring infographics? Why? Couldn’t the infographic contain more [...]

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Are you selling the way your customer buys?

February 29, 2012

This post originally appeared in 2007 — I hopped into the way-back machine to locate it for you because it’s still true today. A persistent comment that I have for most brands is that their sales story is often about the way they like to sell, rather than how their customers like to buy. Sometimes [...]

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How can you stay creative?

January 20, 2012

Creativity can be a challenge for anyone. It’s not an industry-specific or job-specific challenge either. I came across this terrific explainer video from the folks at Explainia and TO-FU Design that shows 29 simple ways to stay creative. I particularly like No. 27 — my office tends to be a bit messy and I always [...]

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