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Ideas you can use today
Why Most B2B Messaging fails... How to Write to your B2B's Buying Committee Without Losing Half the Room.... Your Messaging isn’t fighting for attention. It’s fighting for survival..... Why writing to One Customer is Bad Advice... The Third Space The Attention Gap You're Not Writing For... Your Biggest Competitor Isn’t Brand X... How to survive approvals and still keep your message intact....
Catch up on past Newsletter editions
How to Write to your B2B's Buying Committee Without Losing Half the Room
Writing to a B2B buying committee isn’t about creating ten different messages. It’s about designing one piece of content with modular layers, so every reader — from the end user to the board — finds what they need.
Sep 15, 20257 min read
How to stitch your value into your company's communication
While most companies promote their values.
Very few practice them.
Communication exposes your culture.
How your teams write emails
How your leaders respond when something goes wrong
How you talk to customers during a delay, outage, or mistake.
Values aren't supposed to be a catchy slogan.
They should be your operational manual.
Dec 16, 20252 min read
Why Generic Messaging Is Killing Your B2B Brand (And 3 Examples We Need to Retire Forever)
B2B companies love talking about differentiation…Right up until it’s time to actually write something.
Then suddenly, everyone sounds exactly the same: Innovative. Trusted. World-class.
A beige buffet of corporate buzzwords.
Generic messaging doesn’t just sound boring — it actively works against you. It creates friction. It confuses buyers. It hides the real value you offer behind a fog of “blah blah blah.”
So let’s look at three painfully common examples of generic messagi
Dec 6, 20253 min read
Why you need to stop writing to Job Titles.
Real people make decisions emotionally first, then justify rationally
Nobody wakes up thinking, “Today, as a VP of Ops, I will…”
They wake up thinking, “Crap, I’m already behind. What do I need to fix first?”
Writing to job titles is the fastest way to get ignored.
Titles don’t read your messaging.
People do.
When you write to a job title, you make three big mistakes:
Dec 5, 20254 min read
Stop treating your messaging like an internal memo: When Your Messaging Alignment is just an Illusion
Every team I’ve ever worked with swears they’re “aligned.”
Everyone repeats the same tagline.
Everyone agrees on the messaging pillars.
Everyone nods in the meeting.
But most comms teams mistake word agreement for alignment.
You’re united around language, not the meaning.
Nov 12, 20255 min read
How McDonald's nudges its Customers and how you can to
Have you noticed how when you're about 10 minutes (500m) away from a McDonald's, you'll start seeing more of their ads?
You’re not being convinced — you’re being nudged.
That's because good messaging doesn’t push people to act.
Small signals beat big instructions.
Nov 12, 20255 min read
Forget Persuasion. B2B Messaging Has a New Metric.
For years, we’ve been told B2B messaging is all about persuasion: Make them choose us. Convince them we’re better. Here’s what makes us unique. Get them to agree. Show them why they should switch. But what if that approach does more harm than good? Persuasion often backfires because it assumes people are ready to decide when most of them aren’t even sure what they’re deciding on. Especially in B2B, where decisions move through 7 people, 5 meetings, and 3 rounds of budget
Oct 29, 20253 min read
From FYI to FOMO: 5 changes to get employees excited about your Internal Communication
Employees aren’t ignoring your internal comms because they don't care.
They ignore them because nothing signals why it matters to them right now.
There’s no urgency, no energy, no “I need to be part of this.”Just another polite FYI floating through Slack.
Oct 22, 20254 min read
Every Buying Decision Begins with a Trigger Moment, but Most B2B Messages Start Too Late
Most B2B messaging starts too late.
We start with “Here’s what we do.” and talk about features, workflows, dashboards, ROI. We show the solution, the tool, the product in action.
Our buyers story doesn’t start with your solution.
It starts at “Here’s what went wrong.”
Oct 19, 20255 min read
Your Message isn’t fighting for attention. It’s fighting for survival.
Our messages now live in the Third Space.
They’re read while multitasking.
Recalled while distracted.
Repeated by someone who didn’t read the whole thing. The skill of the modern B2B communicator is knowing how to make an idea survive its inevitable distortion.
Oct 7, 20253 min read
Why 1 CTA Doesn't Work on your B2B Buying Committee
Next time you craft a CTA, ask: Does this give every stakeholder in the committee a clear next step to move forward?
Sep 16, 20254 min read
The Invisible Gorilla in Your Content: Stop training your audience to ignore you
Dropping brilliance into your content isn’t enough when the surroundings are boring, distracting, and generic.
Your job as a communicator isn’t just to have a gorilla—it’s to make sure people can’t miss it.
Aug 27, 20254 min read
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