Hexmarks Abound

Years ago, I wrote an article about The Salem Cross Inn in West Brookfield, Mass., named as such for the mark on its front door handle — a hexmark, also known as a Salem Cross.

Hexmarks were placed on doors across New England during the Salem Witch Trials, as a way to ward off evil spirits and the government, unless that’s redundant.

Upon relaying this tidbit to my mother while visiting home (a 1786 farmhouse on Cape Cod), she said nonchalantly, ‘Oh, we have those.’

Here’s a photo of my parent’s garage door, and the front door at Salem Cross:

Who knew.

HVAC Trading Cards? Sure, Why Not?

HVAC doesn’t sound like the most exciting topic to write about, but it’s actually pretty interesting.

The industry has long been a leader in energy efficiency, for instance. New technologies are always being applied to the development of products, and in the U.S., the “Made in USA” logo truly means something — creating not just exemplary products but jobs and expanding opportunities for those of us who live here.

It’s also an industry that has welcomed new forms of communication as social- and public relations continue to bloom. Part of the reason why is that there’s always new information to share in the HVAC biz, and even better, we have myriad places through which to share that content.

These guiding principles were behind a recent writing assignment I took on in tandem with Winstanley Partners for the KN Series of hydronic, cast-iron boilers. Starting with the idea of a technical brochure that would extol the benefits of the product to its key audiences, we took the assignment a step further, creating pieces of ‘mini-content’ that were even more targeted to core audiences.

Screen Shot 2017-06-15 at 1.44.24 PM.png

We didn’t negate that first idea of a one-sheet technical brochure, but rather created it to include components that could stand alone, and therefore speak directly to engineers, architects, builders, managers, and others.

As the copy and design started to coalesce, we soon noticed that the end-result was not unlike a set of trading cards.

HVAC trading cards? Well sure, why not? They’re shareable, printable, scale-able, and (yes) trade-able. That’s what we want when it comes to sharing information about a decidedly niche product. Plus, there are plenty of uses for such a thing – from social media content to trade-show giveaways.

These one-hit wonders were designed by Victoria Fiorini — copy by moi.

for-contractorsfor-building-ownersfor-architects

 

 

 

 

 

 

Writing on the Flip

lenoxvisitorscenterflip

Writers have come a long way in terms of where their words can be seen. Once relegated to the printed page, now we’re writing for virtual places all the time.

That’s what made a recent — and very tactile — writing assignment so unusual and fun. I was charged with writing a few highlights regarding the Berkshire town of Lenox, which were then placed on the literal flip side of some photo placards.

The placards are just one part of the newly redesigned Lenox Visitors Center, meant to offer information and inspiration to residents, tourists, and business people alike.

A handful of writers contributed to the project; below are a few of the snippets I was able to sneak through.

img_4229-1

Placard Photos by Ed Acker.

The Read My Writin’ Round-up

I’ve been able to write a lot about where I live, recently – in the Berkshires of Massachusetts – so this shameless round-up of my own work is pulled together with a Berkshire County theme.

First, the latest; I wrote a ‘Parents-Eye Review’ for Berkshire Family Focus, upon the opening of the new Berkshire Carousel. Juli was my intern on this project.

DSC_0590

Next, on to the world of corporate spa retreats…an actual thing, apparently, and growing in popularity. I used two world-class resorts in the Berkshires to illustrate the trend of spa retreats as part of workplace health and wellness packages.

1589002712_27d1e13e2a_z

Finally, a look at the entire region from the point-of-view of the visitor’s bureau and the owner/managers of some attractions in the area, including outdoor recreation spots as well as theater venues (two of the biggies in these parts).

13932276366_ec0f3b8b2a_k