As many of you know, I spent a couple of days at the Aerospace 09 Expo in Munich last month. And I came away with an observation I want to share with you today.
On the first day, it seemed obvious that the global recession had had an effect on ...
Lead Generation
Tips on how to generate more B2B sales leads
5 Deadly Lead Generation Mistakes… and How to Avoid Them
In February, I participated in a seminar on writing and marketing with white papers hosted by white paper specialist Michael Stelzner. In one presentation he gave us, Michael discussed 5 mistakes that many businesses make when they use white papers, special reports and other free information products (or “bait pieces”, ...
12 Tips for More Effective White Papers – Part 2
Do you sell products that are cutting-edge, complex or expensive?
Do you want to generate quality leads? Grow your email list? Establish or enhance your company’s reputation as a leading innovator in your market?
Is your sales team asking for stronger “leave behind” materials? Are you looking for content that ...
12 Tips for More Effective White Papers – Part 1
In tough economic times, business buyers – like the rest of us – are generally resistant to spending money without good reason. Their anti-advertising defenses are at full alert.
So I thought this might be a good time to pass on a few tips about a tool that is specially ...
How to Write Powerful Headlines
You’ve just drafted a handful of benefit-driven headlines for your next space ad. You’ve picked out two or three that look fairly promising.
But each…just seems to lack something.
You’re wondering to yourself, “Will any of these really work? Can I be sure? How could I make them better?”
Well, ...
Always Use a Benefit Headline
A couple of months ago, a client showed me the trade magazine in which an article I’d written for her had been published. She seemed pleased.
I felt sick.
Unbeknownst to me, and to my client, the magazine’s editor had replaced the headline I’d written with a much shorter one ...
