Mark White
Make Product Content a Billboard-Free Zone
Your enhanced product descriptions are your ultimate promises to potential customers. If you keep those promises, you’ll earn both sales…
User Benefits Explain Product Features
To optimize your product descriptions for conversion beyond your geek consumer base, simply listing product features is not enough. To…
What Is The Butterfly Effect of Content Merchandising?
If you think the butterfly effect only pertains to chaos theory, and has nothing to do with content merchandising, think…
The Halo Effect of Word Choice
Apropos to my recent posts on Eyes Wide Open and the General Mills privacy policy fiasco, I wanted to share…
How Content Blueprinting Helps You Manage Legal Risk
In my earlier post on the subject of content approval and legal review, I mentioned a client’s extremely slow content…
When Content Approval Needs Legal Review
If you’re a consumer of commercial food products, you probably didn’t sympathize much with General Mills and its recent “forced…
Flip the Decision-Making Coin: Eyes Wide Open by Noreena Hertz
Although Noreena Hertz calls Eyes Wide Open a “decision-making tool kit,” the book at times has the feel of a…
Word Choice Carries Baggage
Here’s a real-life example of how the nuance of word choice can undermine your intention when you get it wrong….
How Word Choice Impacts Decision Making: Eyes Wide Open by Noreena Hertz
Decisions are the lifeblood of every individual and organization. In a previous post I discussed three books that I’ve found…
Did Hummingbird Kill the Big Bad Wolves of SEO?
As technically complex a narrative that the fifteen years of documented Google algorithm updates have been–from Boston, the first named…
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