How to Target an Audience, Texas-Style

Posted By on February 26, 2015

One of the most common mistakes in marketing is to assume that your product appeals to everybody. It doesn’t. Especially in the early “unknown” phase when very few people recognize your brand. You are far better off learning how to target an audience by figuring out the most likely people you think will buy what […]

Content Writing Needs “Presentation Pizzazz” to Keep A Reader’s Attention

Posted By on February 3, 2015

I am on a plane. The flight crew is going through the standard pre-flight emergency routine: the exits are over the wings, seats are floatation devices, if the oxygen masks deploy, put it on and breathe normally. Yadda, yadda, yadda… Oh yeah, and buckle your seat belt. Not one passenger is paying attention. This is […]

Why The Best Creative Marketing Ideas Are High Concept

Posted By on January 21, 2015

When I started my career in advertising in the late ‘70s, a “concept”—the creative marketing idea behind the headline and image—was the Holy Grail. Every copywriter and art director (we always brainstormed in teams) spent hours on assignments from lowly direct mail post cards to :30 TV spots, trying to come with that magic combo […]

When to Upgrade Your Blog Design? Three Questions to Help You Decide.

Posted By on January 15, 2015

In Design Land, the goal is to create logos, brands, and marketing collateral that are meaningful, memorable and lasting. Designers are trained to do this. They love the challenge. But you are not a designer. You’re a writer, blogger and if you’re like most Two Pens readers, a business owner. As such, maintaining your blog’s […]

Our Top Five Most Popular Posts in 2014

Posted By on January 5, 2015

Most of our blog’s traffic comes from people in distress searching on Google for an answer–at least that’s our take on the numbers. Their distress is typical of the times: few people remember grammar or style rules, or know how to use Twitter or Facebook without being overwhelmed by information. The majority of our most […]

Starting a Blog Isn’t an Extreme Sport: Three Tips to Get You Going

Posted By on December 11, 2014

Today’s guest post is by Rebecca Hoch, a writer and designer we admire. “I’m taking the plunge. As a writer and designer, it is high time I have my own blog. I’m excited. My own place to write!” My upbeat mood lasted about as long as snow in Seattle. It melted away when I realized […]

Common Blogging Mistakes That We Were Uncommonly Successful At

Posted By on December 1, 2014

I’m a big fan of blogging. There is no better way to establish thought leadership and credibility for any individual–nay, any company. Two Pens has been blogging for four years and I can say without any doubt that our blog has helped us build our reputation as gifted (and sometimes funny!) bloggers and trainers for […]

Four Quick and Easy Type Tricks that Make Blog Readers Dive Deeper

Posted By on November 25, 2014

Today’s guest post is by Rebecca Hoch, a writer and designer we admire. Blog writers typically play with text and word choices to get readers to read deeper into a post. But there are two other T-words-—can you say, type tricks!-—that encourage readership even more. Consider working with typography so that your choices help rather […]

Blog Karma: Free Photos That Don’t Look Like Anyone Else’s

Posted By on November 4, 2014

So few bloggers get the concept of branding themselves with visual imagery, I thought I’d do a public service this week on the Two Pens blog. Here, for the taking, are six free photos that don’t look like anyone else’s because well… they’re mine. Feel free to use them to give your blog an interesting […]

It’s Not Just Photos and Infographics. Using Text as a Visual to Make Your Content Easy to Read

Posted By on October 21, 2014

Today’s guest post is by Rebecca Hoch, a writer and designer we admire. Photos! Graphs! Blinking GIFs! They sell your web-based content, right? Nope. Text does. However, as writers, it’s easy to forget that text has artistic characteristics. It has form and shape. It has texture, personality and flow. Becoming aware of text’s arty nature […]