Words in Motion
www.WordDriveCommunications.com
How to write effectively for and about health care  

April 2011  

Branding is a squishy but valuable concept

Even if you are a writer, not a marketing wizard, it's helpful to know what branding means.branding image
 
Branding is a challenge, because it has to do with knowledge at many levels-not just concepts, but emotions and experience.

"What is your brand?" is a character, or identity, question. In other words, "What is it about you that makes buyers choose you over the competition" as opposed to: "How can you get people to buy from you?"
 
Peter Altschul's work with General Mills' Cheerios brand included perceiving the child eating cheeriosproduct itself as a character in a story. "What does Cheerios want?" he asked, analyzing consumer messages. The answer was, "Cheerios wants to be a Mom."
 
I love this story, because it shows the playfulness and creativity of a real understanding of branding. What about you? What sort of character is your brand?

Tough-minded, dressed in hip boots, drinking dark ale, and ready to be out on the road? A hard-working physician assistant in blue scrubs who wants to be a school nurse?

storyteller and audienceWhy do your clients, customers, or patients turn to you? What is the story of your brand?

See you in May!

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Jane Sherwin is a professional writer specializing in marketing materials for health care and wellness. In addition to in-depth articles, brochures, newsletters and web content, she also provides e-mail marketing services. Visit About Worddrive for more information.

Offer: Writing Your History 

Remember this: your history is a story, and few can resist a story. Stories underlie the claims you make about the services you offer.

 

Through April, 2011, I'm offering a consultation and content development for your history for half the usual price, whether you already have a short piece in place, or are thinking about a new and much longer history to stand on its own.  

 

This can mean quite a savings, so contact me soon to learn more.  

Jane came through when I needed her to do a complicated job with a deadline looming. She interviewed subjects and developed concise and interesting autobiographies. Jane is creative, well-informed, and a quick study.  She went out of her way to make the results extra-special. Her newsletter on writing to increase readership is very helpful.

Barbara Passero, Director, Sandpiper Creative, Boston, MA

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Working Trip to Honduras

 

papaya treeJust returned from a team working trip to El Hogar, a wonderful school and home in the amazing country of Honduras.  

 

Painting walls, laying concrete, teaching and playing with children. I recommend it!   

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