These miniature messages depend not on the elements of style but rather on the atoms of style. They require microstyle. Branding consultant Christopher Johnson here reveals the once-secret knowledge of poets, copywriters, brand namers, political speechwriters, and other professional verbal miniaturists. Each chapter discusses one tool that helps miniature messages grab attention, communicate instantly, stick in the mind, and roll off the tongue. As he highlights examples of those tools used well, Johnson also examines messages that miss the mark, either by failing to use a tool or by using it badly. Microstyle shows readers how to say the most with the least, while offering a lively romp through the historic transformation of mass media into the media of the personal.

    Through Zen Pencils cartoon quotes on creativity from inspirational artists, musicians, writers, and scientists, you'll discover what inspired each of the subjects to reach the full potential of their creativity. In each comic, the speaker of the quote is the character in the story. Imagine cartoon versions of Albert Einstein, Ludwig van Beethoven, Mark Twain, Isaac Newton, and Vincent van Gogh revealing the spark that ignited them to achieve their dreams!

    Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies to: - Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand - Harness the power of the archetype to align corporate strategy to sustain competitive advantage

    "Rachael Herron resonates with our audience, and not just because she knows her stuff--she does--or because she's hilarious--she is--but because her honesty and earnestness come through in all her messaging." Samantha Sanders, Writer's Digest Writing memoir is daunting! You're the expert on your life, naturally, but narrating and organizing your own experiences in the best way can feel impossible. Many writers become frustrated in early drafting stages and quit after a couple of brief attempts. Learn from bestselling memoirist Rachael Herron (who teaches this class at Stanford Continuing Studies) how to fast-draft your memoir while keeping its structure compelling. Learn how to frame your life's story and give it a natural arc to keep your reader glued to the page. Figure out how to handle those family and friends you're writing about. Explore what truth means in memoir. Work quickly to quiet the inner critic. Most of all, learn how to get out of your own way to get the words on the page. You can do this! Rachael will show you how.

    In Creativity Rules, she shares this wisdom, offering inspiration and guidance to transform ideas into reality.Readers will learn how to work through the four steps of The Invention Cycle: Imagination (envisioning things that do not yet exist), Creativity (applying your imagination to address a challenge), Innovation (applying creativity to generate unique solutions), and Entrepreneurship (applying innovation, to bring ideas to fruition, where our ideas then gain the power to inspire the imaginations of others). Using each step to build upon the last, you can create something much complex, interesting, and powerful.Creativity Rules provides the essential knowledge to take a compelling idea and transform it into something extraordinary.

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     This book provides that system — a step-by-step process that can be executed in any business to generate qualified leads and more conversions with content marketing. In Content That Converts, you'll learn: - How to get clear on your audience, offers and messaging (and why those three elements are so important) - How to develop a recurring content system, and how to create long-form content assets (such as books and courses) that establish you as an industry leader - How to distribute your content effectively with email and SEO, to expand your reach and create conversion opportunities that translate to sales - How to hone your conversion potential over time with the principles of influence and market sophistication, and how to write powerful sales copy as a result “Laura is a content machine that pumps out excellence onto paper.” Jeff Root, SellTermLife and #1 Amazon Bestseller “Using your strategies, we’re getting more sales and people are much more engaged. Good work!” Scott Desgrosseilliers, Wicked Reports "Laura has a great ability to draw out the nuances of how things are done in any business. Her writing is fantastic and the delivery is spot on." Tristan King, owner of Blackbelt Commerce, top-rated Shopify agency in the world

    You’ll learn how to write web copy that addresses your readers’ needs and supports your business goals.Learn from real-world examples and interviews with people who put these ideas into action every day: Kristina Halvorson of Brain Traffic, Tiffani Jones Brown of Pinterest, Gabrielle Blair of Design Mom, Mandy Brown of Editorially, Randy J. Hunt of Etsy, Sarah Richards of GOV.UK, and more.Topics:* Write marketing copy, interface flows, blog posts, legal policies, and emails* Develop behind-the-scenes documents like mission statements, survey questions, and project briefs* Find your voice and adapt your tone for different situations* Build trust and foster relationships with readers* Make a simple style guide and collaborate with your team

    Urgent, leveraged and useful, it will change your business like nothing else." SETH GODIN —Author The Icarus DeceptionIt's not how good you are. It's how well you tell your story.Big corporations might have huge marketing and advertising budgets but you’ve got a story. Your brand story isn't just what you tell people. It's what they believe about you based on the signals your brand sends. The Fortune Cookie Principle is a brand building framework and communication strategy consisting of 20 keys that enable you to begin telling your brand’s story from the inside out. It’s the foundation upon which you can differentiate your brand and make emotional connections with the kind of clients and customers you want to serve.The most successful brands in the world don’t behave like commodities and neither should you. A great brand story will make you stand out, increase brand awareness, create customer loyalty and power profits. Isn't it time to gave your customers a story to tell? The Fortune Cookie Principle will show you how.ADVANCE PRAISE FOR THE FORTUNE COOKIE PRINCIPLE"It's so easy to overcomplicate what great brands and new businesses need to do to resonate with their consumers. The simple questions asked in this book help you to de-mystify that process. It encourages you to think beyond what you do to why you do it and why that matters to your customers. Had this been available when I was driving Sales and Marketing Capabilities in my past corporate life at Cadbury Schweppes, this would have been recommended reading. Now I'm an entrepreneur I simply apply these principles each and every day." Wendy Wilson Bett—Co-Founder Peter's Yard"Yes, you need a great product, but without a compelling story, success is improbable. The 'Fortune Cookie Principle' is an easy-to-read guide that will help any marketer or business owner begin to ask the right questions about the stories they tell. Bernadette includes dozens of examples and questions to get your storytelling ship in the right order. Let's face it...telling compelling stories to attract and retain customers is not easy. Most brand marketers are not great storytellers. This book will give you a new perspective on your marketing, and help you move from talking about yourself to talking about things your customers actually care about. Then, and only then, will your marketing actually work in today's consumer-led economy."Joe Pulizzi—Founder Content Marketing Institute"The wisdom in this book is better than any fortune. Read and apply!"Chris Guillebeau—Author $100 Startup“This book is an inspiration. Bernadette ignites real-world experience with a true passion for helping businesses move to the next level.”Mark Schaefer—Author Return on Influence"Full of inspiring stories about what makes businesses unique (and successful) in today's supersaturated markets."David Airey —Author Work For Money, Design For Love.“If you're someone who cares about why you do what you do and how you do it, this book is for you.” Tina Roth Eisenberg—Founder of Tattly

    She discusses important design strategies, interviews influential Web community-builders, and provides the reader with templates and questionnaires to use in building their own communities.

    Though now outdated, the best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication, including works from the last 15 years. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 48 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. Looking for the clues to well-written, effective, and compelling stories that make great advertising? Look no further.

    Admired for its clarity and zest, Impro lays bare the techniques and exercises used to foster spontaneity and narrative skill for actors. These techniques and exercises were evolved in the actors' studio, when he was Associate Director of the Royal Court and then in demonstrations to schools and colleges and ultimately in the founding of a company of performers called The Theatre Machine.Divided into four sections, 'Status', 'Spontaneity', 'Narrative Skills' and 'Masks and Trance', arranged more or less in the order a group might approach them, the book sets out the specific approaches which Johnstone has himself found most useful and most stimulating. The result is a fascinating exploration of the nature of spontaneous creativity.

    Brands around the world are spending (on average) over 25% of their total marketing budget on content marketing.What's been missing...until now...is the book that tells marketers exactly how to put content marketing to work.Managing Content Marketing shows you, in detail, how to manage content marketing within your organization. Whether you come from a small company or multi-billion dollar brand, this book gives you the ammunition and the ideas to develop a storytelling process that will create passionate subscribers to your brand.World-renowned content marketing experts Robert Rose and Joe Pulizzi have teamed up to help marketing pros and business owners develop a content marketing plan that goes beyond theories and explains exactly how to turn that plan into reality.Managing Content Marketing will teach you to: --Build the Business Case for Content Marketing--Develop a Content Marketing Strategy that Works for Your Business--Tell a Consistent Story that Engages Your Customers--Determine the Right Marketing Channels to Implement--Create an Internal and External Workflow for Content Marketing--Measure Content Marketing and Communicate Results to Internal Stakeholders

    99 Ways to Tell a Story is a series of engrossing one page comics that tell the same story ninety nine different ways Inspired by Raymond Queneau s 1947 Exercises in Style a mainstay of creative writing courses Madden s project demonstrates the expansive range of possibilities available to all storytellers Readers are taken on an enlightening tour sometimes amusing always surprising through the world of the story Writers and artists in every media will find Madden s collection especially useful even revelatory Here is a chance to see the full scope of opportunities available to the storyteller each applied to a single scenario varying points of view visual and verbal parodies formal reimaginings and radical shuffling of the basic components of the story Madden s amazing series of approaches will inspire storytellers to think through and around obstacles that might otherwise prevent them from getting good ideas onto the page 99 Ways to Tell a Story provides a model that will spark productive conversations among all types of creative people novelists screenwriters graphic designers and cartoonists

    Not to worry: This book is the one place you can turn to find quick, non-intimidating, excellent design help. In The Non-Designer's Design Book, 2nd Edition, best-selling author Robin Williams turns her attention to the basic principles of good design and typography. All you have to do is follow her clearly explained concepts, and you'll begin producing more sophisticated, professional, and interesting pages immediately. Humor-infused, jargon-free prose interspersed with design exercises, quizzes, illustrations, and dozens of examples make learning a snap—which is just what audiences have come to expect from this best-selling author.