Direct Marketing

Tips for using all types of direct response marketing techniques

8 Ways to Leverage Case Studies in Your Other Marketing Communications

December 18, 2016 by 2 comments

Recent surveys of technology buyers have consistently shown case studies to be among the most influential and most viral of all marketing collateral. {1}

But many technology marketers don't seem to realize that case studies are also amongst the most versatile and powerful forms of marketing communication when it comes ...

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13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 3

July 2, 2016 by Leave a comment

In survey after survey, technology buyers have named white papers the form of marketing content that influences them the most when they’re making purchasing decisions.[i] So, it’s not surprising that technology companies produce thousands of white papers each year.

But that abundance creates a problem for technology marketers: How do ...

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The Barstool Test

March 17, 2015 by 3 comments

“In an article published in the Harvard Business Review, Charles K. Ramond described experiments designed to measure advertising effectiveness,” writes Bob Bly in The Copywriter’s Handbook. “The experiments showed, not surprisingly, that advertising is most effective when it is easy to understand.” {1}

And one of the best ways to ...

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How to Use Customer Awareness Level To Build Your Next Campaign

October 10, 2012 by 1 comment

In last month's article, we proposed that the most important question to ask yourself when starting a new marketing project is: What does my prospect already know?

We also asserted that a useful way to answer that question – to "measure" what our prospect knows about what we offer – ...

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The Most Important Question to Ask Yourself When Creating a New Marketing Campaign

September 20, 2012 by 2 comments

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 according to master copywriters Michael Masterson and ...

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The Key to Landing Page Success

May 16, 2012 by 1 comment

Landing pages are terrific tools for generating leads online.

The great thing about landing pages, compared to your company website, is that you know so much more about your visitors. You not only know who they are – their beliefs, their fears, their desires – you also know precisely what's ...

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3 Copywriting Rules You Must Break When Marketing to Engineers

November 16, 2011 by 3 comments

If you’ve spent any time around engineers, you’ve probably realized that, as a group, they're different from “normal” human beings.

And those differences make them a tough sell.

Being an engineer myself, and having worked as one in high-tech for over 20 years before becoming a copywriter, I feel I’m ...

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An Easy Way to Use Buyer Personas to Boost Lead-Gen Response

January 26, 2011 by Leave a comment

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.

"Whoa, hold on! What ...

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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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