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	<title>SHIFTid &#187; marketing</title>
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	<link>http://www.thinkshiftcom.com/blog</link>
	<description>Thinkshift blog on communications &#38; sustainability</description>
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		<title>Good Messaging Is Worth 1,000 Pictures</title>
		<link>http://www.thinkshiftcom.com/blog/2010/09/14/good-messaging-is-worth-1000-pictures/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/09/14/good-messaging-is-worth-1000-pictures/#comments</comments>
		<pubDate>Tue, 14 Sep 2010 18:53:42 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[messaging]]></category>
		<category><![CDATA[jargon]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[writing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=505</guid>
		<description><![CDATA[Thinkshift recently completed messaging work for several clients, which got me thinking about what good messaging is all about. Good messaging is credible and exact. It handles the communications task at hand, whether it&#8217;s a pithy quote from the CEO in a press release, a boilerplate description of the company, or the brand voice and [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>CNGVC Newsletter Earns Marketing Kudos</title>
		<link>http://www.thinkshiftcom.com/blog/2010/07/28/cngvc-newsletter-earns-marketing-kudos/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/07/28/cngvc-newsletter-earns-marketing-kudos/#comments</comments>
		<pubDate>Wed, 28 Jul 2010 17:37:14 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[alternative transportation]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[project profiles]]></category>
		<category><![CDATA[clean transportation]]></category>
		<category><![CDATA[e-mail]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=483</guid>
		<description><![CDATA[The e-newsletter Thinkshift produces for the California Natural Gas Vehicle Coalition made the Q2 2010 Vertical Response 500 list, at number 264. The quarterly e-mail marketing award recognizes top-performing Vertical Response customers. To qualify, customers must send four or more e-mails and achieve average open rates above 20 percent and click rates above 4 percent. [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Accuracy Is Essential (That&#8217;s Not As Obvious As You&#8217;d Think)</title>
		<link>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/#comments</comments>
		<pubDate>Fri, 30 Apr 2010 21:57:09 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=447</guid>
		<description><![CDATA[Accuracy is essential to credibility. Duh, right? Yet organizations miss the accuracy boat all the time. And even one or two innocuous slip-ups can cast doubt on everything you say. Just look at the &#8220;climategate&#8221; kerfuffle, where a few questionable (stolen) e-mails between scientists were taken to indicate rot at the heart of all their [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Tips for Writing Better Bios</title>
		<link>http://www.thinkshiftcom.com/blog/2010/04/23/tips-for-writing-better-bios/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/04/23/tips-for-writing-better-bios/#comments</comments>
		<pubDate>Sat, 24 Apr 2010 01:35:51 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[marketing]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[writing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=443</guid>
		<description><![CDATA[We&#8217;ve been working with clients lately on bios/profiles for websites and backgrounders, and it&#8217;s reminded me of how difficult it is for most people to write about themselves—or even get comfortable with what someone else writes about them. Faced with a bio request, people often retreat to the safe familiarity of resume-style recitations: jobs,  accomplishments, [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>World&#8217;s Best Opinion, Right Here</title>
		<link>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/#comments</comments>
		<pubDate>Wed, 24 Feb 2010 06:00:15 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[provable claims]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=395</guid>
		<description><![CDATA[Sometimes I imagine all the companies claiming to be the &#8220;the world leader,&#8221; &#8220;best,&#8221; &#8220;greenest,&#8221; and most whatever having a smackdown in some sort of marketing Thunderdome to see who&#8217;s really on top. OK, so I&#8217;m a communications geek. But the point remains: almost certainly, none of these companies is the ultimate, and if any [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How Sloppy Presentation Kills Credibility</title>
		<link>http://www.thinkshiftcom.com/blog/2010/01/17/how-sloppy-presentation-kills-credibility/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/01/17/how-sloppy-presentation-kills-credibility/#comments</comments>
		<pubDate>Mon, 18 Jan 2010 03:52:02 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[design]]></category>
		<category><![CDATA[Websites]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=371</guid>
		<description><![CDATA[Organizations tend to extremes when it comes to the presentation aspect of marketing communications. Some obsess on it to the point of overlooking other important needs—like having something compelling to present. But many others seem to believe, like the woman who went to an executive job interview in flip-flops (true story), that people will dig [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Lack of Clarity Can Mean Lack of Credibility</title>
		<link>http://www.thinkshiftcom.com/blog/2009/11/02/lack-of-clarity-can-mean-lack-of-credibility/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/11/02/lack-of-clarity-can-mean-lack-of-credibility/#comments</comments>
		<pubDate>Tue, 03 Nov 2009 03:53:40 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[clean tech]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[writing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=350</guid>
		<description><![CDATA[We love engineers. We work with a lot of them, and appreciate their analytical minds and openness to well-supported suggestions. But engineers should not be writing marketing copy. Alas, in the world of clean tech (and sometimes other sustainability sectors) it seems they often do. The result for most readers is a lack of clarity. [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/11/02/lack-of-clarity-can-mean-lack-of-credibility/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Procrastination, the Enemy of Sustainable Communications</title>
		<link>http://www.thinkshiftcom.com/blog/2009/10/12/procrastination-the-enemy-of-sustainable-communications/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/10/12/procrastination-the-enemy-of-sustainable-communications/#comments</comments>
		<pubDate>Tue, 13 Oct 2009 01:28:16 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[process]]></category>
		<category><![CDATA[Websites]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=325</guid>
		<description><![CDATA[It’s easy to push the maintenance part of communications work to the back burner. So many pressing things to do and so little time! You don’t keep the website quite as current as it could be. Sales has been doing fine without those backgrounders—surely they can wait a few more weeks? Ditto, refining the messaging [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/10/12/procrastination-the-enemy-of-sustainable-communications/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>FTC&#8217;s Draft Green Guides Set a High Bar</title>
		<link>http://www.thinkshiftcom.com/blog/2009/09/30/ftcs-draft-green-guides-set-a-high-bar/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/09/30/ftcs-draft-green-guides-set-a-high-bar/#comments</comments>
		<pubDate>Thu, 01 Oct 2009 01:34:27 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[environment]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=317</guid>
		<description><![CDATA[Companies making vague and poorly supported environmental claims are about to get a smackdown from the Federal Trade Commission&#8217;s upcoming revised Guides for the Use of Environmental Marketing Claims (aka Green Guides), according to Victor Bell of Environmental Packaging International, which has been giving the agency feedback on the long-awaited revision. That is, if the [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/09/30/ftcs-draft-green-guides-set-a-high-bar/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Green &#8216;Consumers&#8217; Want to Save the Planet? Not So Much</title>
		<link>http://www.thinkshiftcom.com/blog/2009/08/31/green-consumers-want-to-save-the-planet-not-so-much/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/08/31/green-consumers-want-to-save-the-planet-not-so-much/#comments</comments>
		<pubDate>Mon, 31 Aug 2009 16:38:40 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[messaging]]></category>
		<category><![CDATA[persuasion]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=293</guid>
		<description><![CDATA[More evidence that &#8220;save the planet&#8221; is bad messaging: Suzanne Shelton of the Shelton Group reports that her firm&#8217;s recent national survey of people identified as green buyers found six myths about green &#8220;consumers,&#8221; including that their top concern is the environment and that their main motivation when reducing energy use is to &#8220;save the [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/08/31/green-consumers-want-to-save-the-planet-not-so-much/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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