Don’t sell the steak (or sausage), sell the sizzle
By Dan Kaufman on January 7, 202400If you work in marketing, you may have heard people say “don’t sell the steak, sell the sizzle” (though some people say sausage instead of steak). So what does this meat-obsessed saying mean?
Why transparency is crucial when managing a crisis
By Dan Kaufman on December 1, 2023You’d never leave someone in the dark if you thought highly of them: and so every time an organisation doesn’t give updates on a situation, it shows how little they care.
Why curiosity will make you a better writer
By Dan Kaufman on November 8, 2023Whether you’re writing a feature story or a business report, there’s one key characteristic that will make you stand out from other people: curiosity.
Why you should never, ever use AI to write your content. Ever.
By Dan Kaufman on July 29, 2023There are two reasons why using AI to write anything is a bad idea:
Why less is more when it comes to word counts, column widths, paragraph sizes and article lengths
By Dan Kaufman on February 24, 2023No one wants to read a huge block of text – which is why limiting your word counts, column widths and paragraph lengths is key. Here are some recommendations:
