Scott Flood

Remarkably bad customer service from an industry giant

Health insurance is often on the minds of Hoosier workers and employers, and there are times when the subject is front and center. During a medical crisis, as one example.... Read More

Don’t make it obvious you’re using AI to write

When ChatGPT and similar AI clients burst onto the scene, one of their capabilities that captured the public’s attention was the perceived ability to write. Ask ChatGPT to author an article for your company’s blog or a description of how jet engines work, and you’ll have several detailed paragraphs in a matter of seconds.... Read More

One weird trick to make your marketing more effective…while losing weight, too

Do people continue to fall for the “one weird trick” headlines that pop up alongside the digital content we crave? I’m always amazed to see blatantly deceptive advertising approaches in action, but their continued use confirms their effectiveness. Does that suggest I believe it’s the right strategy for your business?... Read More

What writers do isn’t magical; sometimes it just looks that way

I have many wonderful clients, but only one who insists I secretly wield a wand. They’ll email notes or an outline and command me to wave said wand over them. Hours later, they’re reading exactly what they had hoped I’d have them say.... Read More

Your business and the upcoming election

You have remarkably strong feelings about an aspect of today’s political landscape, and as a business owner or manager, you see yourself as a thought leader. You clearly have a legal right to make a public stand…but maybe you should take a pass on it.... Read More

Don’t spoil anyone’s first time

While I don’t envy the dedicated folks who staff the security lanes at our nation’s airports, I’ve observed a tendency for many of them to do something unfortunately common among people with customer contact roles.... Read More

How long should today’s copy be?

You’re developing a landing page for one of your company’s offerings. How many words should you use? What about a blog post? A white paper? Something for social media? A script for a training video?... Read More

You keep using that word. I do not think it means what you think it means.

If you’ve seen one of the all-time greatest movies, "The Princess Bride," you instantly remember this column’s title as Inigo Montoya’s admonition to Vizzini regarding the latter’s frequent misuse of “inconceivable.” I often find myself silently echoing Montoya’s words when I read articles, websites, blog posts, proposals, and presentations.... Read More

Is your writing showing its age…and yours?

Take a moment and draw a lower-case letter I on a piece of paper. Now draw a lower-case W next to it. Did you notice something? The W is several times wider than the I—probably four times wider.... Read More

How to get past ‘writer’s block’

Whether you write only occasionally or craft words and sentences as part of your regular job, you’ve probably encountered something most people refer to as “writer’s block.” It’s a barrier to writing that’s usually just frustrating, but that if it becomes chronic can threaten your career.... Read More