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Dear friends,

Who’s excited for Halloween? We’re all set to don our sexy Snapchat filter costumes, because it’s what all the cool kids are doing. But seriously, if you’ve been following us for a while you know that what we really look forward to is Nov. 1, when all the candy goes on sale.
 

 
We’ve been busy these days not only with holiday content for clients, but also writing about marketing: Kat recently published 5 mistakes you’re making on your website for the Globe & Mail, including such under-the-radar missteps as burying key info.
 
And, of course, we’ve been reading. Here are some other stories that we think might interest you.
 
Corporate writing doesn’t have to be so boring
Jargon-y, overly general, injected with fancy or opaque words…we can probably all agree that a lot of corporate communications material is yawn-inducing at best. The culprit? Often, it's the heavy review processes connected with editing by committee. Harvard Business Review’s Josh Bernoff (incidentally, the author of Writing without the Bullshit: Boost Your Career by Saying What You Mean) suggests five ways to keep everyone in their own lanes and actually pump out a piece of writing that does not trigger deep-phase sleep. (Harvard Business Review)
 
When "best" is actually the worst
Many online recipes slap the word “best” on their titles. It’s an old SEO tactic that theoretically throws you in the ring for searches for, say, “Best Banana Bread Recipes." However, it’s a losing strategy today, according to Food52 and the online food experts they interviewed. The best part (ha!): to prove this thesis, Food52 field-tests some of the “best” banana bread recipes out there and shares the results. Spoiler: they’re not all the best. (Food52)

Cure social media blues by being like Beyoncé
In a world rife with oversharing on social media, we should all strive to be more like Beyoncé. And why is that? Sure, she posts some well-chosen images of herself on Instagram, she stealth-releases albums that incite frenzy, she recently wrapped up her Formation tour… but beyond that, you know nothing about the star. She rarely gives media interviews, you don’t know what she ate for dinner or who she dined with, and she almost never shares her location. Beyond her image, she keeps the mystery alive by projecting what is essentially a hologram of herself while keeping her real life private. Unthinkable as it is, it might be the salve for our burgeoning collective social media angst. (New York Times Magazine)
 
Louise Delage’s fake Instagram success
The glam French twenty-something Louise Delage was always living it up on Instagram. With drink in hand and hair beautifully wind-tossed, she quickly amassed 16,000 followers in mere months. But she was hiding a couple of big secrets: 1. She is an alcoholic and 2. She also isn’t a real person. In fact, the persona of Louise Delage is a campaign invention by a French agency whose client is Addicte Aide, an organization that helps addiction sufferers. This is the story about how the agency gained (and gamed) fame for Louise on Instagram and the surprising reach it had after the ruse was up. (Adweek)
 
A day in the life of a Slacker
Slack sizzles as the go-to instant messaging app for the office environment, with 3 million users and a value of $3.8 billion USD. In this article, the brand’s creative director of tone and voice, Brit ex-pat Anna Pickard, takes us through an average day. Chief among her tasks is to make sure that all of Slack’s 600 employees “sound human,” and although the interview offers little on how she masters it, it’s a compelling peek into the world of a Silicon Valley influencer and the quirks of Slack’s particular office culture. (Digiday)

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