Online Mktg. and Copywriting

Tips for better online marketing and copyriting

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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Ditch this Popular B2B Website Feature Now!

January 14, 2015 by 1 comment

While searching the Web for vendors of a certain class of engineering tool last month, I came across a one who seemed to have just what I was looking for.

Clicking on the Google search result, I was taken to the company's home page, where I was presented with a ...

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How to Optimize Email for Mobile – Part II: 8 More Best Practices

December 17, 2014 by Leave a comment

The rise of online mobile devices is changing the way people communicate and gather information. One big change is in the way we consume email.

As we saw in Part I of this series, nearly half of all commercial email is now opened for the first time on a mobile ...

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How to Optimize Email for Mobile – Part I: 7 Best Practices

November 19, 2014 by 1 comment

I have a confession to make: When it comes to cell phones, I'm a bit behind the times.

For example, I don't own a smartphone.

Mind you, I have nothing against smartphones. I just don't really need one. I work almost exclusively from home, I have no commute, and I ...

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3 Key Principles for Writing Helpful Web Pages

October 15, 2014 by Leave a comment
3 Key Principles for Writing Helpful Web Pages

New clients have been asking me to write a lot of website content for them recently. So I thought I'd share a few thoughts on how to make your web pages more helpful.

Why did I use the word "helpful," rather than "effective?"

It has to do with how people ...

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4 Reasons You Need Long-Form Content in a Short-Attention-Span World

September 17, 2014 by Leave a comment

A new client hired me recently to write some web pages for him. He wanted them all short.

Very short.

Now, if you're a long-time subscriber to my newsletter or blog, you may have guessed that "very short" is not my usual thing. It's pretty obvious I lean more towards ...

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