Cavalletti Communications

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
Jeff Bezos, Amazon.com

Like a person’s reputation, a business’s brand takes consistency, creativity & diligence to build – and is easily damaged or lost if not constantly nourished. How do you communicate with your clientele?

What are you doing to develop & maintain your brand and company’s reputation?

What’s your favourite blog?
Which websites do you enjoy reading?
Seen an ad lately that stayed with you for a long while?

Chances are, their writers were saying something that mattered. To you.

They appealed to you because you could find out quickly what the writer was trying to say. And they were relevant, not just waffling on. They may have been funny, entertaining, educational, silly, serious, or even pure marketing.

What they have in common is good writing – with you, the reader in mind. They “got” what you need, what you were looking for. Rather than just going on about themselves, without saying anything that matters to you, their reader/client/prospect/fan. People and companies can get very wrapped up in their own jargon, their way of talking about their services and products, because they are just too close to the topic they write about. It’s their baby, after all.

Getting a professional copywriter like myself involved, does not mean you loose control of what’s written. A copywriter or editor helps you say what you want and need to say – but in a way that actually gets your message across.

Seth Godin, marketing “guru” extraordinaire, has this example of copywriting gone haywire on his blog:

“The firm will remain competitive in the constantly changing market for defense legal services by creating and implementing innovative and effective methods of providing cost-effective, quality representation and services for our clients.”

Now, I am sure you’ll agree: there are better ways of saying whatever it was the writer intended to communicate.

Remember: Communication is what’s received.

Now… fire away & let me know your thoughts on this topic.
Looking forward to hearing what you have to say.

Until soon,
Daniela

A friend of mine, who loved how he could relate to my recent post on Allizan Nazarian’s shitty day advice, asked me to re-post her humorous and wise insights into coping with “The Lull”.

So here it is…. Click here for the link to “The Lull” and enjoy.

Until soon,
Daniela

As a consumer or client, we all can get riled at bad service or a product that looked oh-so-enticing but fails to deliver what it promises.  And we all appreciate getting a good result when buying a product or receiving a service.

But what about those businesses, services and items that surprise us, that deliver extraordinary experiences? Those are the ones that stick in our mind, that we recommend and which we will go back to over and over again.

I live by the belief that it is the extraordinary  – experience, service and reputation – we should aim for. As employees, service providers or manufacturers, no matter which.  Putting in that extra bit of effort, passion, care, quality and professionalism will set you apart from the crowd, distinguishes us from our competitors and makes our business or career flourish.

Marketing “guru” Seth Godin talks about the disproportionately positive effect of the last ten percent of effort here.

Until next time,
Daniela

As a copywriter, editor and bookworm I love words.

There are words I want to roll around in my mouth, savour, and say over and over again because they just sound and feel perfect (one of my favourites is “juxtaposition”).  A well-crafted sentence has beauty and appeals to my sense of aesthetics.  But the hardest thing to do in writing is to share of yourself, to move and give your readers something valuable and lasting, without sounding trite or lecturing. To give your readers something to think about, to try out, to relate to. And to write in your own, very individual voice.

One of the most talented writers I have come across recently is Allison Nazarian. She never fails to hit the spot.  But don’t take my word for it; read for yourself.

If you ever had a shitty day – Allison’s latest post is for you!

Enjoy… Until next time,
Daniela

“Passion is a catalyst. Use it to your advantage and you can start achieving tremendous things.”
Donald Trump

Love him or hate him, but nobody can deny it: Donald Trump knows how to sell an idea and make a business successful.

The stronger your passion for your business, idea or project, the more convincing and engaging you will be.
The enthusiasm you show for what you do will excite those around you: They will want to be part of your project or buy your product.

Because you are passionate about it.

“Do not fear to be eccentric in opinion, for every opinion now accepted was once eccentric.”
Bertrand Russell

Inventions like the PC and the telephone were once thought outlandish, the notion that they would be Everyman’s daily tools instead of the domain of geeks or the privileged was dismissed as frivolous.

Don’t give up on your dreams.

“The faculty of creative imagination is one which the majority of people never use during an entire lifetime.”
Napoleon Hill

Do you trust hunches & your subconscious mind to help you?
When did you last take your creative side on a date: visited a museum, a flea market full of curiosities, or listened to music doing nothing else?

Feed your creativity – and you will reap the rewards.