by John Cole | May 16, 2012 | Landing Pages, Lead Generation, Online Mktg. and Copywriting, Direct Marketing
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...
by John Cole | Jan 26, 2011 | Conversational Writing, Buyer Personas, Lead Generation, Direct Marketing, B2B Copywriting
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....
by John Cole | Nov 9, 2010 | Direct Mail, Advertisements, Lead Generation, Headlines & subheads, Direct Marketing, B2B Copywriting
The most effective way to write a strong B2B headline is to brainstorm a list based on proven formulas. Then you pick out the ones that look the most promising and refine them until one really stands out. Previously, we’ve talked about why you should use a benefit...
by John Cole | Oct 13, 2010 | Direct Mail, Case Studies, Articles, Offers, White Papers, Lead Generation, Direct Marketing, Sales Brochures
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...
by John Cole | Sep 14, 2010 | Email newsletters and e-zines, Offers, Lead Generation, Online Mktg. and Copywriting, Direct Marketing, B2B Copywriting
A great way to boost response and effectively generate leads with direct mail and email is with a “double” variation on the free information offer, called the “free-on-free” offer. The classic example of the “free-on-free” is the e-zine sign-up offer: You offer your...
by John Cole | Aug 10, 2010 | Direct Marketing, Direct Mail
One of the big challenges of marketing with direct mail is getting your prospect to open it. One way to overcome this obstacle is to include a “bulky item” in your envelope, something that adds some thickness – perhaps a curious bulge – to you mailing. Some may scoff...