Collateral

Tips on creating and using any type of marketing or sales collateral (brochures, sell sheets, white papers, case studies, etc.)

10 Ways to Use (or re-use) Case Studies

April 13, 2011 by Leave a comment

In my last two posts (here and here), we talked about techniques for writing case studies that capture prospects' attention. Today, I'm going to give you ten ways you can use those case studies to boost your ROI, once you've got them written.

1. Give it to sales.

Salespeople love ...

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5 Big Benefits White Papers Offer Technology Marketers

December 15, 2010 by Leave a comment

Surveys of technology buyers consistently name white papers as one of the most effective tools for influencing their purchasing decisions. Recent studies by Eccolo Media (1), and by KnowledgeStorm and MarketingSherpa (2) both put white papers at the top of the list, as the most sought-after, most influential and most ...

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7 Quick Tips for Generating Leads With Free Information Offers

October 13, 2010 by Leave a comment

I’ve written several times on the value of free information offers (white papers, case studies, tip sheets, etc.) for generating leads. So today, I thought I’d give you seven quick tips on how to use those offers more effectively. Here they are:

1. Select a narrow target audience and focus ...

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Call to Action: Separate the “Ready to Buy” from the “Maybe Later” AND Get a Response from Both

July 13, 2010 by Leave a comment

How do you separate prospects who are “ready to buy” from those who are “just looking”… AND get both to respond to your promotions?

The answer is simple: with a different call to action – or offer – for each group: a hard offer and a soft offer.

In this ...

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How to Double or Even Triple your Lead Generation Campaign Response

April 14, 2010 by Leave a comment

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 ...

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Finding Your Value Proposition

February 16, 2010 by 1 comment

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 ...

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How to Gain Customer Approval of Case Studies

January 13, 2010 by Leave a comment

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 ...

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Lead Generation through Anticipation

October 9, 2009 by Leave a comment

The Internet has turned us into an “I-want-it-NOW!” society.

It provides instant access. Instant information. Instant entertainment. Instant shopping. Instant dating. It has accustomed us to instant gratification of our desires.

It’s made us impatient.

And while the Internet has in many ways been a boon for advertisers, it has ...

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9 Ways to Make Your Promotions “Scanner Friendly”

September 8, 2009 by 2 comments

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 ...

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Long Copy or Short Copy?

August 21, 2009 by 3 comments

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 ...

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