A Simple Intro to UX Writing

The following is from an excellent blog post by Guy Ligertwood: UX Writing: How to do it like Google with this powerful checklist. Google follows the principle - focus on the user and all else will follow. Focusing on the user starts with the content. UX writing focuses on helping users achieve their goals with language. How Google Incorporates UX Writing Writers work with designers to think about information hierarchy on the page. This then guides user actions. When you have the foundation of UX writing and add brand voice, something amazing can happen. UX writing survives with the fundamentals, but it thrives with brand voice. 1. Clear Pay attention to verbs. They tend to be the most power

Good PR Tip for Tech Companies: G-AVE: An Excellent Alternative Measurement

For a long time, most PR professionals relied on two measurements: Total Impressions and Advertising Value Equivalent. For a while, it kept clients happy, but neither were ever a credible way to prove PR value. It’s just that there was really nothing else. In 2010, the PR world congregated in Barcelona where the powers that be finally concluded that AVE was no longer an accurate or ethical way to put a monetary value on press coverage. Not to mention, it’s pretty obscure. Now there is a much simpler, easier-to-understand alternative—Google Advertising Equivalent Value or G-AVE. It involves a simple equation that any 3rd-grader can understand. Cost Per Click x Search Volume = G-AVE Cost Per

Marketing Advice for Small Tech Companies: The Mark of a True Marketing Expert

Assuming that the basics are in place (meaning an excellent product and a target market that wants it), the key to success for any small to mid-sized tech business is marketing expertise; the ability to develop a strong differentiator and construct a support program around it. If you’ve ever had the opportunity to see a master marketer in action, it’s a thing of beauty. I’m not talking about business school academics and authors. I’m talking about veteran marketers with decades of experience. They are never flustered, never confused, never scattered. They immediately know exactly what to do in every situation and nearly always pick the best solution. They know marketing tools change frequ

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