Online Mktg. and Copywriting

Tips for better online marketing and copyriting

How to Gently Convert Prospects into Customers—and Recurring Customers—Using “Circles of Belief”

May 16, 2020 by Leave a comment
How to Gently Convert Prospects into Customers—and Recurring Customers—Using “Circles of Belief”

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 Belief (Figure 1)—a representation of customer acquisition that accounts for modern practices like search, social, email, and content marketing.

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Flatten Your Sales Funnel: A Better Way to Convert More Prospects to Customers in 2020

April 13, 2020 by 2 comments
Flatten Your Sales Funnel: A Better Way to Convert More Prospects to Customers in 2020

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 negative mental image. I see hapless business buyers caught in a whirlpool, or ...

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5 Ideas for Adding Video to White Papers

December 7, 2019 by Leave a comment
5 Ideas for Adding Video to White Papers

When marketing with content, you need to keep readers engaged. Your content must hold your prospects' attention long enough for your message to sink in.

One good way to do that is with interactivity. In a recent B2B Technology Content Survey, Eccolo Media found that "Overall, content consumers appreciate interactivity. ...

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How Post and Pray Syndrome Kills White Paper ROI

May 28, 2019 by Leave a comment
How Post and Pray Syndrome Kills White Paper ROI

A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely posting white papers on the corporate website ...

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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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