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Pat Heffernan

Pat Heffernan — marketing strategist, writer, and founder of Marketing Partners in Burlington, Vermont — writes about strategy, words, and communication to create change.

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Recent Posts

Change Strategy: Avoid Bad Words and Message Mistakes

By Pat Heffernan on Sep. 14, 2017


Do you worry about saying bad words? I know sometimes it feels as if I spend an inordinate amount of time thinking...

Changing Minds: Social math, stories and framing

By Pat Heffernan on Aug. 10, 2017

While officially this is the second in a series of posts about changing minds and message framing, you may be...

Avoid Sustainability Language Disconnect: Show Don’t Tell

By Pat Heffernan on Aug. 1, 2017

Signs abound of a growing sustainability language disconnect between marketers’ communications and what consumer and...

How to make your content work harder: Atomization

By Pat Heffernan on Jul. 13, 2017


Yes, it takes a lot of work to create a stellar piece of content today. And there are no shortcuts. You need to...

How to Answer WIIFM or “Do I See Me Now?”

By Pat Heffernan on Jul. 6, 2017

I expect What’s In It For Me (WIIFM), to be crystal clear. And your customers do too.

Message Framing and Your Brain: Formula for change

By Pat Heffernan on Jun. 15, 2017


If you’re like most change communicators I know, you spend quite a bit of time keeping up on what’s known and...

Paid, Owned, Earned Media: Are You in the Right Place?

By Pat Heffernan on May. 18, 2017


You may have heard the terms "paid, owned, earned media" bandied about recently and been curious. You want to know...

A 3-Step Guide to Message Triangles

By Pat Heffernan on May. 4, 2017


For many years the message triangle has been one of the tools I use most often for clients and for myself....

Collaboration versus Consultation: What’s the difference?

By Pat Heffernan on Apr. 6, 2017


We were ‘talking shop’ over breakfast recently, as business people are wont to do. After several mentions of...