by John Cole | Sep 11, 2013 | Online Video, Online Mktg. and Copywriting, B2B Copywriting
I’ve been doing some study of B2B online videos, recently, to sharpen my scriptwriting skills. And I came across an excellent example I wanted to share with you. It’s a near-perfect realization of what a colleague of mine, copywriter and online video...
by John Cole | Feb 6, 2013 | Features & Benefits, B2B Copywriting
As technology marketers, one of the tasks we routinely face is taking a highly technical product or service and showing how its complex features translate into business benefits that are meaningful to executives. Because it’s not enough to simply make claims...
by John Cole | Nov 7, 2012 | Case Studies, B2B Copywriting
I survived a delicate moment with a new client recently. I had just delivered my final draft of a case study. My client was pleased with it, calling it “beautifully written.” Her CEO had expressed his gratitude, as well. We were just waiting for input from...
by John Cole | Sep 20, 2012 | Direct Marketing, Lead Generation, B2B Copywriting
What’s the most important question to ask yourself when starting work on a new marketing project? As a seasoned marketer, you might reply, “What am I really selling? or “Who is my prospect?” And you wouldn’t be too far off the mark. But...
by John Cole | Apr 19, 2012 | Landing Pages, White Papers, Online Mktg. and Copywriting, B2B Copywriting
Big news provides big marketing opportunity. This is especially true when a widely-covered news story relates directly to one of our products or services. But how do you capitalize? How can you use that news story to generate leads? One highly effective way is with a...
by John Cole | Mar 21, 2012 | B2B Copywriting, Website Copywriting, Online Mktg. and Copywriting
In last month’s article, we described your typical website visitor as “task-oriented.” That means they want to find something, do something or learn something. They come to your website voluntarily, hoping you’ll have what they’re looking...