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Jo Ann LeQuang's Articles in Business

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  • The Mom Test for Technical Literature
    When writing very technical or complicated information for a lay audience, such as writing about medical products for prospective patients, it's a good idea to subject the material to the "mom test." Although it may sound silly to use your mom (or other willing relative) as your free focus group, we have had great success and gotten lots of good ideas from "the mom test."
  • How to Create a Medical Advertisement That Works (Finally)
    Medical advertising is highly regulated advertising aimed at an expert audience of avid readers extremely interested in your product or service. Using the same consumer advertising strategies you would use to sell soap or sneakers does not work. They need information. In short, most of what advertising "experts" will tell you is wrong: give them a lot of copy (not a little) and stress features (not benefits). This articles tells you why.
  • Name that Product!
    Naming a produc tis the sort of thing that sounds like fun until you've had to do it. In many industries, the best names are already taken and there are a lot of legal hurdles to overcome in the search for the perfect name. Alas, there may be no perfect name. But here are some tips for your organization to at least find some serviceable names.
  • Branding is Most Important Where You Least Expect It
    Many companies rush into branding assuming it is an exercise for promotional literature, advertising, and invitations. It may be far more important to your business to brand your packaging and technical literature for the simple reason that it is the zone where your company connects most directly with your customer.
  • The Customer-Centered Brochure
    Medical companies and hospitals spend a lot of time and money creating brochures, but often they miss the mark. It's not that they're not good--they just are written at the customer instead of to the customer. Good news: it's not hard to fix the writing.
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