by John Cole | Mar 19, 2018 | Collateral, Content Marketing, Case Studies
As we all know, customer success stories – or cases studies – are among the most effective forms of marketing content because of their credibility. They provide third-party evidence that our products or services really do what we say they can do. Research by...
by John Cole | Feb 13, 2018 | Collateral, Content Marketing, Case Studies, B2B Copywriting
We’re all familiar with the typical format of a customer success story (also known as a case study). We know the four basic sections: (1) customer background, (2) challenge, (3) solution, and (4) results. In many success stories, in fact, we see those four...
by John Cole | Oct 24, 2017 | Content Marketing, Email newsletters and e-zines, Email Marketing, Landing Pages, Case Studies, B2B Copywriting
Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before. It’s a great technique for quickly generating effective lead-nurturing messages of many...
by John Cole | Sep 19, 2017 | Content Marketing, Newsletters, Online Video, SEO Copywriting, Case Studies, Collateral
A recent client project brought to my mind a scene from The Help, the film based on Kathryn Stockett’s novel about African American women working in white households in Jackson, Mississippi in the early 1960’s. In that scene, Minnie the maid is giving her new...
by John Cole | Jan 14, 2017 | Collateral, Case Studies, B2B Copywriting
A prospective client contacted me recently about some case studies he had written for his company, a small custom software firm. This prospect – I’ll call him Barry – knew his stories weren’t great, and he wanted to know what it would take to improve them, make them...
by John Cole | Feb 17, 2016 | B2B Copywriting, Content Marketing, Technology Marketing, Case Studies, White Papers, Online Mktg. and Copywriting, Collateral
In my last essay, we saw how we can use surprise to focus our audience’s attention on our message, and thus make our message “stickier,” or more memorable. A surprise lasts only a brief instant, however. What if our message is too complicated to be...