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Bill McRae

Recent Posts

Here at McBru, we’re all about communication. But communicating clearly depends on having a shared vocabulary and sense of word meaning. And that’s not always something we can depend on.

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For most people in the U.S., October 1st came and went much like any other day. Except here in Oregon. That Thursday was the day that recreational use of cannabis became legal in the state.

It’s been just three weeks since that day, and it’s been fascinating to witness how the business of legalized pot is manifesting itself, and to learn more about the amazingly sophisticated technologies that have been developed to support the once shadowy, now mainstream, pot industry.

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What could sound more selfless and altruistic than the “sharing economy?” You know, where Airbnb helps you share your apartment and Uber helps you share your car?

 Except that sharing isn’t exactly an accurate word to describe the exchange of goods and services that occurs when Airbnb helps people book a private room or Uber helps someone hail a ride in a private vehicle. As a technical marketing writer, that got me thinking.

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Though email marketing may seem like a holdover from the era of Netscape and Windows Me, in fact it’s healthy and growing stronger every day. Why is that important news to tech B2B marketers?

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I went to San Francisco for the opera, but stayed for the biggest Gay Pride celebration in history.

 And while last weekend’s festivities in San Francisco were largely fueled by spontaneity—who could have foreseen that the U.S. Supreme Court would rule to legalize same-sex marriage in all 50 states on the same weekend that the city celebrates Gay Pride?—it’s clear from social media activity that many major brands were ready for the announcement.

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The Associated Press (AP) Stylebook for 2015 is newly released, and with it a list of updates and revisions to what is considered proper and correct in written American English.

Why should tech B2B marketers care?

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As lead writer at a fast-paced tech B2B marketing agency like McBru, I have limited opportunities to be bored. Quite the opposite, in fact: I’m too busy writing blogs, articles and white papers to experience much ennui.

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Watson is back. And this time he’s analyzing your writing to uncover information about your personality. The results may change how you build strategies for tech B2B marketing.

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Tech B2B email marketing is alive and well, and is still one of the best ways to reach certain audiences, such as C-suite executives (see my blog The Comeback of Email Marketing). But with business people receiving an average of 121 emails per day (according to The Radicati Group, Inc.), how can you help ensure that your promotional email gets opened, engages the reader, and drives a conversion or click through?  

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What could seem simpler than writing an email?

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