by John Cole | Dec 6, 2021 | Collateral, B2B Copywriting, Captions, Case Studies, Headlines & subheads, pull quotes
Case studies are powerful B2B marketing tools, but they need to be carefully constructed to capture and hold your readers’ attention. So, I didn’t want to stop with the five tips for case studies I presented in my previous essay; I came up with five more! I hope...
by John Cole | May 10, 2021 | Case Studies, Collateral, Content Marketing, Headlines & subheads, Lead Generation, Technology Marketing
Are you using customer case studies in your marketing mix? If so, let me ask you this: Are your website visitors reading them? I ask because I find a lot of technology company websites don’t make it easy for visitors to find and download case studies. Why make...
by John Cole | Jun 9, 2020 | B2B Copywriting, Content Marketing, Headlines & subheads
“What’s your biggest challenge when creating compelling content?” When Brian Clark, founder of Copyblogger, asked that question on social media, the most frequent response he received was, “Keeping it original and interesting.” As a freelance writer...
by John Cole | Dec 3, 2018 | B2B Copywriting, Bullets, Captions, Collateral, Content Marketing, Headlines & subheads, Lead Generation, pull quotes, White Papers
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...
by John Cole | Nov 9, 2010 | Advertisements, B2B Copywriting, Direct Mail, Direct Marketing, Headlines & subheads, Lead Generation
The most effective way to write a strong B2B headline is to brainstorm a list based on proven formulas. Then you pick out the ones that look the most promising and refine them until one really stands out. Previously, we’ve talked about why you should use a benefit...
by John Cole | Sep 8, 2009 | B2B Copywriting, Bullets, Captions, Collateral, Direct Mail, Direct Marketing, Headlines & subheads, Lead Generation, Online Mktg. and Copywriting
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...