Headlines & subheads

Tips for writing attention-getting headlines, subheads and email subject lines

The Elements of Classic White Paper Design

December 3, 2018 by Leave a comment

In recent articles in this space, I’ve been examining factors that are important to a white paper’s success, and common mistakes that often sabotage that success. Another of those important factors is the effectiveness of the white paper’s presentation.

Seventy-one percent of technology buyers surveyed by KnowledgeStorm and MarketingSherpa said ...

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5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

June 11, 2014 by 1 comment

Are you using customer case studies in your marketing mix?

If so, let me ask you this: Are your website visitors reading them?

The reason I ask is this: I find a lot of technology company websites don't make it easy for visitors to find and download case studies.

I ...

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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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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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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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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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