The “ghost” part may make it sound a bit spooky, but there’s nothing mysterious or shady about them. Ghostwriters have been around the literary world for at least a century, though the term itself wasn’t coined until 1921. And not by any literary great, but by the first baseball agent, Christy Walsh, who put out...
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By the Editors at Prose
Customers want to love you. They want to be captivated. They want to be courted, persuaded, entertained, and informed. In the past, companies did this through advertising — print ads, TV segments, online ads, and more. But the digital revolution changed all of that. Brands are no longer restricted to competing for 30-second spots during “must-see TV”...
By the Editors at Prose
The experts all agree: From collateral material and articles to blogs and social media, it's best to stay consistent across all platforms. But what does that really mean? One definition of consistency is delivering the same core message in the same tone and being true to the same brand imperatives each and every time. People...
By the Editors at Prose
So you’ve already built a viable business in China, and now you’re looking for greater international presence. Presumably, what you have at hand is a solid business model and a loyal following. But as you expand your marketing efforts to a global audience, you’ll also need to understand regional cultures, laws, and online behaviors before...
By the Editors at Prose
When venturing into the global market, it’s essential to understand the nuances of many different cultures. Fortunately, there’s one aspect of marketing globally that you don’t need to customize for each individual culture: language.
As one regional expert recently observed, “Asia’s growing prominence on the global stage is giving rise to a new generation...