May you have warmth in your igloo, oil in
your lamp
and peace in your heart.
Eskimo Proverb
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The artist must conceive with warmth yet
execute with
coolness.
Robert Townsend
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If I accept the sunshine and warmth, then I
must also
accept the thunder and lightning.
Kahlil Gibran
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We're all drawn to warmth ... whether it's
emanating
from your coffee mug or your marketing messages.
Not long ago, corporate copy had to be
buttoned down
to be believable. Today, readers expect to be
engaged
on a personal level – even when consuming
business content. Consider the venerable Gray
Lady
herself, The New
York Times. Its once formal tone has
become
more familiar ... as if you are discussing
the day's
pressing issues with a brainy college buddy,
not a
board of directors. Fast
Company and Fortune
are
also more readable thanks to their compelling
tones.
Is your business content warm enough? Does it
convey passion for your industry and
commitment to
your customers? Turn up the heat on your tone
and
you'll increase reader retention of your
messages.
P.S. Speaking of heat, with the holiday
season in full
boil we are looking ahead to next year –
our 20th anniversary. Here's to a great 2008
for you
and yours. Read on to learn about our
exciting addition
coming in March.
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| TRY THIS |
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Enjoy a Good Book ... via E-mail
Winter is the perfect time to curl up on the
couch with a good book. But during this
hectic season, who has time? There is a way;
we can all catch a
little snippet of a book each day with DailyLit.
DailyLit sends books in installments via
e-mail. You
can currently choose from more than 400 classic
public domain titles, subscribe to one and
read the
whole thing for free. You can also choose more
modern works and pay about $5 or $7 per book.
Each installment takes around five minutes to
read. And with all your spare time (yeah,
right) you
can also chat about your favorite books and
authors on the DailyLit Forums.
Use technology to your advantage. Become
reacquainted with an old favorite book or say
hello to a future best-seller. One High
Pointer has
finally found an easy way to enjoy Walt
Whitman's Leaves of Grass (in 423
installments!).
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| HOT POINT |
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Online Advertising Heats Up
While 2007 advertising budgets have been
lukewarm
at best, online advertising is hot. Online
advertising
spending increased 26.8% in 2007, compared to a
2.1% increase in ad spending for all media.
According
to some projections, online advertising
spending will
account for 10% of total advertising spending
in 2009,
and more than 13.3% of all advertising
spending by
2011.
Source: eMarketer,
November 2007
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| WORDWISE |
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You've Come a Long Way, Baby
The most popular name in America for baby
girls born
in 2006 was Emily. According to the Social
Security Administration, little Emily has
had that honor for
11 years in a row. For boys the #1 spot
has gone
to Jacob for the last eight years. They both
have come
a long way in the last 50 years: In 1957,
Emily was
#245 and Jacob was #331. At High Point Creative,
we're particularly interested in baby names
right now.
We're thrilled to announce that Christina Nguyen and her husband
Charles are expecting their first baby in
March. They
know it's going to be a girl, but they're
keeping the
name under wraps for now. Congratulations and
best
wishes to Christina and Charles!
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| HIGH POINT HIGHLIGHTS |
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Wausau Paper
Much as we'd like to think differently here in
Minnesota, warmth isn't so good when it comes to
global climate change. Fortunately, Wausau
Paper is doing its part to foster
ecologically sustainable products, with one
of the largest selections of environmentally
responsible products of
any North American paper manufacturer. Wausau
recently launched a new promotional campaign
aimed at getting the word out about its
sustainability
initiatives. Working with the talented team
of communication professionals at LaBreche,
High Point Creative helped develop the campaign
Imprinting Your Vision for
Sustainability on Paper (PDF file).
Our writers
crafted a compelling story that will
ultimately help
Wausau's customers – print designers,
procurement officers and corporate environmental
stewards – see through the lens of
sustainability when making business decisions
about the paper they use.
Phone: 651-426-4012
E-mail:
newsletter@highpointcreative.com
Web:
www.highpointcreative.com
About: High Point Creative delivers smart
creative solutions with a focus on strategic
thinking,
effective copywriting and flawless execution.
Look to
us to provide the right words for your next
project.
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