Five SEO Copywriting Tips to Boost Rankings and Conversions

November 24, 2009 by 1 comment

Pay-per-Click is a terrific online marketing tool. But mounting a PPC campaign for a varied product line, across multiple keyword phrases, can be costly. And prospects often dismiss sponsored links as “just advertising.”

For those and other reasons, raising website rankings in organic search – through SEO copywriting techniques – can ...

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Lead Generation through Anticipation

October 9, 2009 by Leave a comment

The Internet has turned us into an “I-want-it-NOW!” society.

It provides instant access. Instant information. Instant entertainment. Instant shopping. Instant dating. It has accustomed us to instant gratification of our desires.

It’s made us impatient.

And while the Internet has in many ways been a boon for advertisers, it has ...

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9 Ways to Make Your Promotions “Scanner Friendly”

September 8, 2009 by 2 comments

I call it the Business Prospect Paradox.

In the world of business-to-business marketing, your prospect is a reader. Reading is a big part of his job description. He must read to make informed buying decisions on the products and services he needs to do his job properly.

Yet in our ...

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Long Copy or Short Copy?

August 21, 2009 by 3 comments

One of my clients is always saying to me, “I want something short. People don’t read anymore. They don’t have the time.”

But is that really true? Will business prospects not take the time to read long copy? Or are there times when long copy is better? And how do ...

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Ignoring this “Reader’s Habit” Could Cost You Sales

July 9, 2009 by 1 comment

I spent a couple of days at the Paris Air Show last month. And as I usually do at such events, I picked up a bunch of product brochures to take home and study. Reviewing them, one thing jumped out at me. I saw the same costly mistake being repeated ...

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Some “Alternative” Lead Generation Strategies

May 14, 2009 by Leave a comment

As many of you know, I spent a couple of days at the Aerospace 09 Expo in Munich last month. And I came away with an observation I want to share with you today.

On the first day, it seemed obvious that the global recession had had an effect on ...

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5 Deadly Lead Generation Mistakes… and How to Avoid Them

April 8, 2009 by Leave a comment

In February, I participated in a seminar on writing and marketing with white papers hosted by white paper specialist Michael Stelzner. In one presentation he gave us, Michael discussed 5 mistakes that many businesses make when they use white papers, special reports and other free information products (or “bait pieces”, ...

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12 Tips for More Effective White Papers – Part 2

March 3, 2009 by Leave a comment

Do you sell products that are cutting-edge, complex or expensive?

Do you want to generate quality leads? Grow your email list? Establish or enhance your company’s reputation as a leading innovator in your market?

Is your sales team asking for stronger “leave behind” materials? Are you looking for content that ...

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12 Tips for More Effective White Papers – Part 1

February 10, 2009 by Leave a comment

In tough economic times, business buyers – like the rest of us – are generally resistant to spending money without good reason. Their anti-advertising defenses are at full alert.

So I thought this might be a good time to pass on a few tips about a tool that is specially ...

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How to Write Powerful Headlines

January 7, 2009 by 5 comments

You’ve just drafted a handful of benefit-driven headlines for your next space ad. You’ve picked out two or three that look fairly promising.

But each…just seems to lack something.

You’re wondering to yourself, “Will any of these really work? Can I be sure? How could I make them better?”

Well, ...

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