William C. Mayer
“To Write or Not to Write” -- Five questions worth asking before you put pen to paper.
While writing may be one of your superpowers, the written word is not always the best way to communicate at the office. Sharing a memo...
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William C. Mayer
Nov 6, 20195 min read
“…writing is…”
Observations on the writing process We’ve been reading about writing and the writing process recently and we thought it would be...
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William C. Mayer
Oct 17, 20194 min read
The Inner Game of Writing
Anne Janzer explores the mental aspects of the writing process If writing was a strictly logical exercise of setting down one grammatical...
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William C. Mayer
Mar 18, 20195 min read
What’s the hardest part about writing? A look at Betty Flowers’ Madman, Architect, Carpenter, Judge
"Writing is a socially acceptable form of schizophrenia." —E. L. Doctorow, Writers at Work—Sixth Series (1984) Recently, our research on...
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William C. Mayer
Jan 3, 20192 min read
GrubHub and Seamless: A study of two brand names
GrubHub and Seamless were competitors in the food delivery space before merging in 2013. This article compares the two (very different)...
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William C. Mayer
Nov 12, 20184 min read
The Writer’s Wheel: 9 Qualities of Solid Business Writing
In his book Writing for Results, author David W. Ewing uses a metaphor of a wagon wheel to illustrate nine qualities that blend together...
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William C. Mayer
Oct 1, 20183 min read
The Biggest Thing Ever Sold by Direct Mail?
If you’re interested in direct marketing, you'll probably share our curiosity about a book called Houses by Mail: A Guide to Houses from...
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William C. Mayer
Jun 10, 20183 min read
The Form that Guides You to Better Advertising
It's a situation that happens frequently in the advertising world: as a deadline looms, marketers rush to create an ad and later find...
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William C. Mayer
Apr 23, 20183 min read
Content Marketing: Mapping the Territory
Content marketing is a type of marketing that has roots going back more than 100 years. So, we can safely say it’s a tested approach that...
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