Author: Geoffrey Archer

Somewhere in the world, a copywriter is agonizing at their desk as their deadline approaches. IT’S URGENT, and they need copy for a series of A/B tests. That shouldn’t be too difficult, right? All they need is near-perfection with an explanation when they present everything. The best part is that their boss wants multiple options.…

The mind is a mystery, but that doesn’t mean as marketers we should be in the dark. After all, a hallmark of our success is the impact of our work and the attention it grabs. Unfortunately, old-school wisdom about marketing is just that. Although I appreciate our predecessors’ work in the artform of advertising as…

Creativity is difficult to understand because the idea is subjective. Most of the research you find about innovation and creativity is qualitative. As a data analyst this makes me wary, but as a content marketer this makes me infinitely more interested because qualitative research is essentially stories. These narratives are about people’s experiences with creativity,…

From the moment you begin reading a book to the second you’ve finished; you want to be invested in the outcome. A story triumphs by capturing your attention. To start leveling up your character development it helps to think about the characters you remember. Think back on their personality traits and their storylines. What made…

here are countless examples of unimpressive writing on the internet but let’s add one more.  If you’ve never had the pleasure of encountering an e-mail like this, please be thankful. The first message is clearly missing the important points. Maybe it was because of haste or stress, but either way information was lost in translation.…