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Abandon Common Sense

December 15, 2015 by 1 comment

In B2B marketing, things are pretty straightforward. We don't have to coax or cajole or look cute and clever, like the folks over in B2C. We're selling to prospects who need and want to buy what we're offering. B2B buyers aren't really interested in cute and clever.

So B2B marketing can feel like it's ...

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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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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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In Praise of Crowdsourced Graphic Design

October 16, 2013 by Leave a comment

If yours is a medium-size or, like mine, a small business, you probably rely on either a very small in-house group – or a trusted freelancer or two – for your graphic design needs.

But what if a project comes up that none of your regular designers has time for? ...

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