by John Cole | Feb 15, 2012 | B2B Copywriting, Online Mktg. and Copywriting, Website Copywriting
Your company’s website is difficult for new visitors to use. I’ll say that again: your company’s website is difficult for new visitors to use. But don’t get me wrong. That’s not a knock on your site… ALL company websites are difficult for new...
by John Cole | Dec 14, 2011 | B2B Copywriting, Case Studies, Collateral, Technology Marketing
Most marketing pundits will tell you, when it comes to written collateral, shorter is better. But that’s not always the case. Especially when the audience is technology buyers. In October, Eccolo Media released their fourth annual B2B Technology Collateral Survey...
by John Cole | Sep 14, 2011 | B2B Copywriting, Bullets, Lead Generation
Getting prospects to read your marketing materials is a bigger challenge today than it’s ever been. Why? Because today’s overtasked business buyers tend to scan rather than read. They know they simply don’t have time to read everything that comes in front of...
by John Cole | Jul 20, 2011 | B2B Copywriting, Product Descriptions
Are you satisfied with how your product or service is described in print? One of the toughest problems in B2B marketing is writing a concise description of a product or service that truly resonates with the target market. So says B2B copywriter and marketing...
by John Cole | May 12, 2011 | B2B Copywriting, Collateral, Lead Generation, White Papers
White papers continue to be one of the most potent tools in technology marketing. In Eccolo Media’s latest survey on B2B technology collateral, for example, tech buyers ranked white papers as the most influential of all media – for the third year in a row. But in a...
by John Cole | Jan 26, 2011 | B2B Copywriting, Buyer Personas, Conversational Writing, Direct Marketing, Lead Generation
The use of buyer personas in marketing has been a hot topic recently. So today, in case you’re using buyer personas or are thinking of doing so, I’d like to offer you a tip for using them that can boost the ROI of your lead-generation campaigns....