Tips on creating and using any type of marketing or sales collateral (brochures, sell sheets, white papers, case studies, etc.)
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.
Salespeople love ...
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 ...
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:
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 ...
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 ...
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 ...
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 ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
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