Always Use a Benefit Headline

December 9, 2008 by 3 comments

A couple of months ago, a client showed me the trade magazine in which an article I’d written for her had been published. She seemed pleased.

I felt sick.

Unbeknownst to me, and to my client, the magazine’s editor had replaced the headline I’d written with a much shorter one ...

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Published in Lead Generation, B2B Copywriting, Headlines & subheads, Advertisements

The Motivating Sequence

November 5, 2008 by Leave a comment

When you sit down to write a new promotion for your company, one of the most important decisions you have to make – really a whole set of decisions – is how to organize the material. Because how you present it greatly affects how people react to it. And that ...

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Published in Direct Marketing, Collateral, Online Mktg. and Copywriting, B2B Copywriting

Don’t Start Off Talking About Your Company

October 8, 2008 by 1 comment

Among the corporate brochures I’ve picked up this year, the travesty we looked at last month wasn’t the only bad apple I found.

Another started with a long spiel on the company’s history. Then came a paragraph on investments made in the past 10 years... experience gained…a mention of involvement ...

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Published in B2B Copywriting, Sales Brochures

Use Specifics to Beef Up your Corporate Brochure

September 29, 2008 by 1 comment

Does your company brochure leave readers asking, “Where’s the beef?”

I attended several trade shows this spring, which allowed me to pick up quite a number of corporate capabilities brochures. I was hoping to find some good ideas I could use in my own practice. Unfortunately, most of what I ...

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Published in B2B Copywriting, Corporate Brochures

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