The insurance writer types here at Aartrijk love the use of language to attract, cajole, inform and even amuse or entertain, on occasion. The classic New York Post-style headlines are obvious examples of clever creations: “KISS YOUR ASTEROID GOODBYE” screamed the Post during a 1998 meteorology scare. “IT’S WALL OVER” proclaimed Britain’s The Sun after the [...]
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Docked on the Wrong Bank?
Who can say for sure when I began crossing the Rubicon? (Let Malcolm Gladwell have his more marketable “tipping point.” I prefer my own choice of phrase, thank you. If necessary, please see http://idioms.thefreedictionary.com/cross+the+Rubicon.) Perhaps it was the time we wondered if the weather would hold for an afternoon golf game. While I headed for [...]
Better Than Naked
As far back as I can remember, we were taught that, to overcome public speaking jitters, we should imagine our audience naked. I don’t recall ever being told why. Later, I learned that when we stand in front of a group, at some level we feel naked ourselves and want to level the playing field. [...]
Pet Peeves, Constructive Criticism: Insights from the Insurance Trade Media (Part 3)
Working with insurance trade media editors and reporters is a win-win-win. The media plays a valuable role in the insurance industry’s business-to-business networking by feeding information and insights to and from insurance professionals. Aartrijk’s insurance trade media survey sought ideas and concerns from trade media. Here is the last of three blog posts with the [...]
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Survey Says: Insights About the Insurance Trade Media (Part 2)
It’s highly valuable for insurance brands to place an article or blog post in an insurance trade publication or have a brand leader interviewed for an article. “Editorial is three times more credible than advertising,” Peter van Aartrijk stated flatly to me when I joined Aartrijk back in 2001. And it’s still true, mostly. One [...]
