Where Did We Get the Phrase "Touch and Go?"

Part 2 of a 5-part series on the origin of popular phrases

When a situation looks precarious, we say it's "touch and go."

Seafarers originated the phrase in the 18th century.

When a ship scraped bottom, but escaped running aground, sailors would say that passage through the dangerous waters was "touch and go."

Where Did We Get the Phrase "Make the Grade?"

Part 1 of a 5-part series on the origin of popular phrases

When you succeed or measure up, we often say you "make the grade."

Engineers who built the railroads that crisscross the US originated the phrase in the 19th century.

When constructing routes through mountainous areas, they had to be sure to design gradients locomotives could handle.

Otherwise, the trains couldn't "make the grade."

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Nonprofits and Noble Cause Corruption

Washington, DC (where I live and work) is the cradle of cause-related nonprofits.

The majority do great things, no doubt.

But I've also seen the dark side of a few of these organizations.

Some never pay their bills and don't think twice about stiffing honest, hard-working suppliers.

In fact, I've seen so many defaults by cause-related nonprofits, I won't take work from them.

Call it holier-than-thou zeal, if you want. 

I think the better term is noble cause corruption.

Noble cause corruption is a form of "police crime" in which cops break the law in pursuit of a goal they believe will benefit society at large.

A common example: fabricating evidence to ensure a conviction.

Noble cause corruption may serve society. 

But it can just as easily lead to the punishment of innocents.

Do you work for a cause-related non-profit? 

If so, have you checked your accounts payable lately?

With apologies to Eldridge Cleaver, if you're part of a solution, you may be part of a problem.

Should Your Content Respect Age Differences?

In MarketingProfs, copywriter Sid Smith asks, “Do all demographics respond well to lead nurturing?” They do, if you use the right content, Smith says.

• Younger buyers have shorter attention spans than older buyers, who tend to delve more deeply into subjects. Videos and snippets work best for younger buyers.
• Younger buyers are persuaded by statistics; older buyers by experience. Use lots of data to persuade younger buyers.
• Corporate buyers respond to value propositions that address their need to be right. Be sure to "start with truth" and don't vary from it.  
• Consumers respond to value propositions that address their need to be safe. They also place a lot of credence in social proof. Be sure to use numerous testimonials.
• Buyers of every age aren't rational. Feelings always trump facts.
• Buyers of every age will buy if they trust you; and all need to feel appreciated.