by Cassie Arnold | Feb 28, 2018 | Communications
“The problem is the content makes no sense and would need to be completely rewritten”. This is an actual quote from a client who received some proposed blog posts from his SEO (search engine optimization) provider. As a writer, I’m predisposed to be hostile to SEO....
by Cassie Arnold | May 25, 2017 | Communications
We all love our terms of art. The define us as part of a group, and they establish our professional credentials. What they don’t do is facilitate effective communications. Speechwriters know that the most effective way to communicate or persuade is through the use of...
by Cassie Arnold | Sep 7, 2016 | Branding, Communications
Lost in the Weeds It’s a sad but true fact that there is an inverse relationship between the amount of time a marketing team invests in a sales pursuit to the likelihood that the pursuit will succeed. Through no fault of the marketing department, the sales team...
by Cassie Arnold | Oct 19, 2015 | Communications
Terse but True I’ve spent the vast majority of my career marketing the life sciences practices of professional services firms. I can’t split a gene and I have rarely been in a lab, but I know enough to be dangerous. And I know how to explain technical issues to a lay...
by Cassie Arnold | Nov 25, 2014 | Branding, Communications
What is it You Do Again? Every Thanksgiving it was always the same: turkey, stuffing, pumpkin pie and some baffled relative trying to translate my job title into some actual tasks they could understand. First and foremost among my confused kin was my mother. My first...
