General B2B copywriting tips.
Want to significantly increase your response rate and ROI from your lead generation campaigns?
Use a bait piece.
What’s a “bait piece”, you ask?
A bait piece is any information product you offer for free, as “bait”, to “lure” your prospects into giving you their contact information. It can be ...
What’s the main focus of your lead-generation and sales-support content?
Is it the superior technology of your products? Their powerful features? Your market-leading expertise in the services you provide? Maybe it’s your company’s long, distinguished track record or world-class customer service.
Well, if it’s any of those things, I’ve got ...
Do you have trouble gaining customer approval of case studies?
If so, you’re not alone.
Several marketing managers I’ve spoken with have told me they would love to use case studies in their marketing, but their customers refuse to participate. And many companies who do publish case studies report that ...
In last month’s article, we discussed five essential tips for boosting your search engine rankings through search engine optimization (SEO). But SEO copywriting is a complex subject. So today, I’d like to give you seven more tips for effectively implementing your SEO strategy.
According ...
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 ...
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 ...
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 ...
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 ...
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 ...
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”, ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
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