Copywriting Troubleshooter: Are You Focusing On Your Audience…Or Your Company?

Focus on the customer.

Obvious in theory, but not always common practice. Browse through a handful of random corporate websites and you’ll see recurring themes like “why we’re the best” and “what makes us different.” Even when the customer is mentioned, it’s often in a way that’s little more than puffery: “we’re customer-focused” or “we’re dedicated to helping our customers achieve (insert vague outcome).” Continue reading “Copywriting Troubleshooter: Are You Focusing On Your Audience…Or Your Company?”

How To Apply The 7 Principles Of Influence To Your Marketing

To be truly persuasive, marketing copy needs to do much more than simply present logical reasons to buy. The most effective campaigns tap into our unconscious motivators, pushing the buttons that create automatic responses and triggering the hidden drivers that move us to action. Continue reading “How To Apply The 7 Principles Of Influence To Your Marketing”

Why You May Need A Content Marketing Style Guide

Do you have more than one person writing copy for your website, social media channels, and content marketing? While a mix of unique styles can help make your content more interesting, minor differences in tone, usage, punctuation, and formatting can add up over time and create distracting inconsistencies.

A simple writing style guide can solve this problem, giving freelancers and internal contributors creative flexibility while helping you maintain a coherent voice throughout your content.

Here are a few style guidelines to help get you started. Continue reading “Why You May Need A Content Marketing Style Guide”

3 Questions You Must Answer Before Investing In Any Marketing Tactic

Which of these marketing tools is most effective?

1. Google Adwords PPC
2. Blogging
3. Direct mail

Trick question.

The truth is that the value of any marketing tactic can only be measured by comparing it to other marketing tactics. PPC, blogging, direct mail, or any other marketing tool is neither a good or bad use of your resources. It’s only better or worse than your other options.

Before making any decision about where to focus your limited marketing dollars, you first need to answer 3 critical questions. Continue reading “3 Questions You Must Answer Before Investing In Any Marketing Tactic”

Boring Is Not A Strategy

The fatal flaw of most B2B marketing strategies is the incorrect assumption that all business purchasing decisions are made purely by logic.

No emotions allowed.

So, based on this erroneous point of view, B2B marketers cut out anything resembling a personality or purpose from their websites, white papers and webinars. In its place, they dump data, facts and graphs. The company with the most facts wins, goes their thinking. Continue reading “Boring Is Not A Strategy”