Online Mktg. and Copywriting

Tips for better online marketing and copyriting

What Tech Buyers Want Before They Register for a White Paper

May 5, 2019 by Leave a comment
What Tech Buyers Want Before They Register for a White Paper

In a recent survey, KnowledgeStorm and MarketingSherpa found a huge discrepancy between the amount of information technology buyers want to see before they register for a white paper, and the amount technology marketers think they need to provide.

Prospects want detail before they register for a white paper

When asked ...

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Why Less is More in a Download Registration Form

April 3, 2019 by Leave a comment
Why Less is More in a Download Registration Form

In my previous article, I explained why unrestricted access to valuable white paper content is normally a huge mistake  – a mistake that can cost you in terms of leads, brand recognition, relationship building, and sales opportunities.

If you want your white paper to generate leads, you must require ...

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Is Navigating your Mobile-Optimized Website Like Shopping at IKEA?

January 8, 2018 by Leave a comment

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 ...

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A Simple Formula for Concise Lead Nurturing Messages

October 24, 2017 by Leave a comment

Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.

It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...

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The ‘Crisco’ of Content Marketing

September 19, 2017 by Leave a comment

A recent client project brought to my mind a scene from The Help, the film based on Kathryn Stockett’s novel about African American women working in white households in Jackson, Mississippi in the early 1960’s.

In that scene, Minnie the maid is giving her new employer, the formerly poor but ...

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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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The Anatomy of a Responsive Email

August 12, 2016 by Leave a comment

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 on ...

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How to Hold Your Prospects’ Attention By Shrouding Your Message in Mystery

February 17, 2016 by Leave a comment

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 delivered in a just that ...

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The Key Message Copy Platform

April 14, 2015 by 3 comments

Sometimes you just need all new messaging.

Maybe you're launching a new product – or a new start-up – for which no messaging exists. You're starting from scratch.

Maybe you're a small company with a small marketing budget. You know you need a lot more content, but you don't have ...

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5 Common Website Features that Annoy B2B Buyers

February 11, 2015 by Leave a comment

Last month, I urged you to abandon a common B2B website feature: the slide carousel, or "slider." I did so because most B2B buyers ignore sliders and many find them annoying.

But bad as they are, sliders are not the most irritating things found on B2B websites. Not by a ...

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