Site   Web
avatar

About Scott Flood

Scott Flood creates effective copy for companies and other organizations. To learn more, visit http://www.sfwriting.com, or read his blog at http://sfwriting.com/blog.

avatar

Most people think of the postscript as a place to tuck cute or mushy messages at the end of a note to a loved one. In reality, postscripts can be a surprisingly powerful tool for marketers. I include a postscript (a sentence or two preceded by “P.S.”) in nearly every marketing letter or e-mail message […]

Read more...
avatar

There’s an awful lot of anger in today’s world. From politics, to professional sports coverage, to long lines at the neighborhood java joint, people are quicker than ever to raise their voices and snap at people. They often aim that anger at companies — maybe even yours. You’ll see evidence of it everywhere, but especially […]

Read more...
avatar

“Deficiency-Free State Survey” proclaimed the giant letters. The nursing care facility was so proud of those words that they bought a half-page newspaper ad to share them. But did any of their current or prospective residents understand what that meant, or why it was a big deal? I’d be willing to wager a substantial sum […]

Read more...
avatar

The human brain is hard-wired to love stories. That’s why using them can add power to your marketing communications efforts. To learn more about why that’s the case, let me share a story with you… He was a successful engineer with a nagging problem. It haunted him during his commute, in the shower, and when […]

Read more...
avatar

I spend a lot of time performing research for projects, and I’ve discovered that many of the companies that have the best information do the worst job of presenting it. They have the expertise, but it’s clear that the wrong people are responsible for sharing what they know. Now, it’s not really their fault. Each […]

Read more...
avatar

Pardon me if I sound like a broken record, but I’m about to climb up on my soapbox, so don’t touch that dial! If that sentence made sense, you probably need to adjust the way you talk with colleagues and customers. If it didn’t make sense, you’re the reason why. As with nearly every other […]

Read more...
avatar

Websites are living communications channels that change and evolve along with the companies and organizations for which they serve as an online presence. But there’s a difference between websites that are in a perpetual state of change and sites that appear to be incomplete. In fact, your website should be in a perpetual state of […]

Read more...
avatar

Between your work computer and the Internet, you have access to tens of thousands of fonts. But you probably shouldn’t use more than a couple of them. Why? Once upon a time, businesspeople communicated primarily using devices called typewriters. Most typewriters offered just one font, and the most popular model in offices, the IBM Selectric, […]

Read more...
avatar

You’re acutely aware of the internal structure of your company, and the politics and complex challenges that spring from that structure. When a customer needs something, you mentally consider which departments will be involved and what it will take to make it happen. Your customers? They see you as a single entity. For many years, […]

Read more...
avatar

I’ve stated many opinions in this space, but few are as likely to trigger a violent reaction as the headline of this article. Among many executives, mission statements are a sacrosanct cornerstone of corporate governance. But I’ll stand by my statement. Now, I’m not saying that your mission statement is unimportant. After all, a well-crafted […]

Read more...
avatar

Of all the phrases I’ve encountered in my career, few frustrate me as much as “dumb it down.” I usually hear it as a command (“This is technical, so can you dumb it down for our customers?”) or a protest (“I don’t think I should have to dumb this down!”) Both uses are offensive — […]

Read more...
avatar

Idioms and foreign-language phrases can add color to your speech and writing and help you present a professional, knowledgeable image. Unfortunately, many people misunderstand or misuse those phrases, unwittingly undermining their efforts to impress. It even happens to professional writers. In the 24 hours before I wrote this, a reporter for one major newspaper used […]

Read more...
Writing, Blogging
avatar

When it comes to the optimal length of copy for websites, e-mails, ads, letters, and brochures, it seems that every businessperson is an expert. The problem is that what most people view as expertise is actually just personal preference or learned prejudice. The simple answer is that the correct amount of copy is exactly what […]

Read more...
avatar

When making a case for their products or services, far too many companies’ sales and marketing efforts focus on the worst ones. That worst case is typically whatever troubles them the most. Sometimes, it’s an aspect of their product or service about which they’re particularly sensitive. Sometimes, it’s a perceived flaw they worry the competition […]

Read more...
avatar

When creating a website, a brochure, or an ad, many people believe that the best approach is to be as simple and straightforward as possible. And, for many of those people, being simple and straightforward means using brief bullet points instead of sentences and paragraphs. “The only thing that matters is the facts,” they say. […]

Read more...
css.php