by John Cole | Jun 24, 2023 | B2B Copywriting, Email newsletters and e-zines, SEO Copywriting, Email Marketing, Direct Mail, Case Studies, Trade Shows, Lead Generation, Online Mktg. and Copywriting, Direct Marketing, Collateral
For years, technology buyers have consistently ranked case studies among the most consumed and influential forms of marketing content.1 And they remain highly influential today. Recent research by the Content Marketing Institute found that two-thirds of the marketers...
by John Cole | May 16, 2020 | Content Marketing, Email Marketing, Online Mktg. and Copywriting
Figure 1: The Circles of Belief Customer Acquisition ModelSource: Copyblogger.com In my previous essay, we discussed why the traditional sales funnel is no longer a good model for customer acquisition. We then looked at an alternative model called The Circles of...
by John Cole | Apr 13, 2020 | Content Marketing, Online Mktg. and Copywriting
The Map of Hell by Sandro BotticelliSource: Wikimedia Commons I have a problem with the traditional sales funnel. Actually, I have two, but I guess you could call this first one a personal problem: I’ve never liked the funnel analogy. For me, the funnel creates a...
by John Cole | Jan 8, 2018 | Website Copywriting, Online Mktg. and Copywriting
Ever shop at IKEA? I love IKEA. I’ve bought there often. I’m impressed by their product selection and the value they offer. They do a great job serving the furnishing needs of people on a wide range of budgets. But I also hate IKEA. When I need just one or two things,...
by John Cole | Aug 12, 2016 | Email Marketing, Online Mktg. and Copywriting
Rather than my usual article, I’ve decided to feature some “guest” content this month. But before I do, I’d like to tell you the story about how I decided to share this content with you. In November 2014, I wrote the first of a pair of articles for Technical Response...
by John Cole | Feb 17, 2016 | Case Studies, Content Marketing, Technology Marketing, White Papers, Online Mktg. and Copywriting, Collateral, B2B Copywriting
In my last essay, we saw how we can use surprise to focus our audience’s attention on our message, and thus make our message “stickier,” or more memorable. A surprise lasts only a brief instant, however. What if our message is too complicated to be...