Ideas you can use today

Why most B2B content fails before anyone reads it... The secret reason your corporate comms aren’t landing.... What every B2B comms leader gets wrong about messaging.... The biggest mistake in B2B writing no one talks about..... How one phrase can make or break your corporate message..... The psychology trick that makes B2B messaging stick.....Why clarity is the new competitive advantage in corporate comms.... The silent killer of your internal comms.... The inbox problem no comms leader is solving..... The three biggest traps in corporate messaging.... How to survive approvals and still keep your message intact.... The surprising truth about how buyers read your content.... The one question your content needs to answer before it’s published....

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 155 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.”

11 hours ago3 min read

Your copy 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 73 min read

Stop Writing for Persuasion — Why One 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 163 min read

When less isn’t more — and why most B2B messaging get it wrong

You’ve heard it a million times: “Keep it short. Say less. Less is more.” Yes—clarity matters (Nobody wants a 47-slide deck full of buzzwords.) But when it comes to clarity in B2B communication, “less” is often mistaken for “vague.” And vague messaging leaves your customers confused, and your big ideas get ignored.

Sep 155 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 274 min read

Why writing to Just One Customer is Bad Advice for B2B Communication Teams

One of the biggest challenges for a B2B writer is how to make sure your message speaks to the right person in your customer profile when you have a bunch of different personas in your buying group.

Jun 296 min read

Your Biggest Competitor Isn’t Brand X (When your messaging becomes white noise)

Think Brand X is your biggest competitor? The real challenge is cutting through the noise your audience scrolls past

Apr 25 min read

When Jargon Kills Your Corporate Messaging (And How to Fix It)

Using obscure, jargon and weak, vague language creates a barrier and excludes our customers and damages our brand perception.

Mar 135 min read

Why a Small Messaging Mistake Could Make Your Customers Trust You More Than a Flawless Pitch

One of the hardest things for a business to do is to admit it has a weakness, a problem, a challenge, or made a mistake. But what if brands that only show their successes are seen as less trustworthy than those that admit their faults, problems, and challenges?

Feb 135 min read

Why Your Corporate Blog Isn’t Driving Leads and how to fix it

The Curse of Knowledge stems from a simple premise: the more you know about a subject, the harder it becomes to imagine what it's like not. This communication gap can result in making your content less accessible, with potential customers feeling disengaged and ignored.

Nov 20, 20244 min read

The Cost of Poor Word Choice: The Instant Corporate Communication Killer

A 2019 study by University of Arizona researcher Vicky Lai, looked at the different regions of the brain that are activated in metaphor comprehension.

Sep 20, 20246 min read

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Write It So They Can't Ignore It is your free, snackable newsletter exploring the realities of B2B communication.

Each issue shares psychology-led insights on why messages get lost between people, departments, and decisions — where a single message has to survive a 10-person buying committee and the complexities of third space attention.

Created for B2B communication pros who are done with recycled B2C copy tips and want strategies built for multi-stakeholder decisions.

Join today and get my micro book, “The Committee Effect,” and learn about who you’re really writing to

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