Every product is unique, but perhaps these B2B product launch ideas we’ve recommended for our clients’ new products can spark inspiration for yours.

Great copy does more than sell. It inspires us to consider the world differently.

It’s important to develop buyer personas to understand what is motivating your key decision makers both emotionally and rationally. Knowing what appeals to audiences helps companies craft specific messages that can turn shoppers into buyers.

Marketing copy just doesn’t write itself. (Nor do plays, movies, or Netflix shows, but that’s another blog for another day.) But even as a creative with a pretty good deal of writing experience under my belt, sometimes I forget that.

Lately I’ve been considering some of the advertising language that flies past our ears every day — especially when it comes to describing and marketing food. At any given time, there seems to be a list of hits that consumers want to hear over and over again.

There’s the game. And then there’s the commercials. And, as a card-carrying ad guy, I’m obligated to be more interested in the commercials than the game, right? Neither the game nor the ads were really that thrilling; what follows is my take on what aired this year.