by John Cole | Sep 17, 2014 | Content Marketing, Website Copywriting, SEO Copywriting, Online Mktg. and Copywriting, Collateral
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...
by John Cole | Apr 9, 2014 | Collateral, Content Marketing, Case Studies, White Papers, Lead Generation, Online Mktg. and Copywriting
I read a thought-provoking blog post the other day. It was written by case study expert Casey Hibbard, author of Stories that Sell. In her article, Hibbard laments B2B marketers who, for the sake of capturing leads, lock up their case studies behind cumbersome...
by John Cole | Sep 11, 2013 | Online Video, Online Mktg. and Copywriting, B2B Copywriting
I’ve been doing some study of B2B online videos, recently, to sharpen my scriptwriting skills. And I came across an excellent example I wanted to share with you. It’s a near-perfect realization of what a colleague of mine, copywriter and online video...
by John Cole | Jan 16, 2013 | Website Copywriting, Online Mktg. and Copywriting
Are all the pages on your website doing all they can for your company? Consider the humble information page – a page that doesn’t sell, doesn’t generate leads, and doesn’t herd prospects to pages that do – a page that simply provides helpful...
by John Cole | Jun 13, 2012 | Landing Pages, Online Mktg. and Copywriting
When you’re trying to generate leads with a white paper or other free information offer, you need a landing page that works hard. To get your prospect to make the decision and register, all the elements of that landing page have to work well together. And that...
by John Cole | May 16, 2012 | Direct Marketing, Landing Pages, Lead Generation, Online Mktg. and Copywriting
Landing pages are terrific tools for generating leads online. The great thing about landing pages, compared to your company website, is that you know so much more about your visitors. You not only know who they are – their beliefs, their fears, their desires – you...