Content Strategy

Creating strategies for creating, arrange and linking content to drive your site goals.

Motivate: It's What Sells

Marketing copy that motivates, be it advertising, sales collateral, packaging, or even business proposals, has to be passionate enough to create desire and rational enough to support the decision. It should, at once, spark within the customer the motivation to buy and provide the necessary rationale to explain the purchase to his wife. It's a left brain/right brain kind of thing.

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Say What You Mean

At the heart of good copy is clarity - saying what you mean. The anonymous mass copywriters never rise above the mean because they only parrot what they think others want to hear or they try to be clever until all meaning is lost.

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Why Research?

One of the first sales jobs I had was selling printing. Working in the publishing industry I had purchased a lot of printing and understood the process well. I thought, Ive been the target market for several years, I can sell this product in my sleep. The truth was ...

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A B2B Key to Establishing Expertise

A case study is really a story. A story about a company faced with a decision. The plot of the story is the circumstances leading up to the decision.

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Prove Your Expertise

It's not enough to run a catchy ad that says your an expert. When dealing with savvy business to business buyers, you need to prove it. Proving you're the expert involves...

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Getting on Message in Marketing and Sales

Weve all seen the ad that lists features and boasts great value. Are we sold? Not really. On the other hand, great ads get my attention and keep me thinking about them until Im persuaded to do something.

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Reader-Friendly Writing for the Web

So search engines find you and you have well-written, valuable information, but is your insightful article easy on the eyes?

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Writing Attention-Getting Marketing Copy

When you think of attention-getting marketing copy, do you see images of those old call-outs in the star-burst? They said things like NEW, BONUS, and FREE.

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Five Roadblocks to Writing Your Marketing Story

Every company has a story. Unfortunately not every company has a writer.

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Credible Companies Sell More

Have you ever received a call from a company you've never heard of wanting to tell you about a product you've never heard of? How do you react?

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On-Going Marketing of Tech Products

I've recently stumbled across and old friend - high-tech instructional writing. I've been writing a user manual for an addition to an online software platform. As I've been putting this together, I have started to wonder why marketing isn't more involved in the creation of user manuals.

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The Power of Case Studies

When seeking to build trust with new prospect, case studies can be more effective that sales copy for a couple of reasons...

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Your Untapped Viral Marketing Power Tool

Many companies think of marketing communications as mere advertising, mass, direct, or otherwise.

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Content: Where Does It Come From?

We keep hearing all the SEO guru's saying that content is king. They tell you to get content out on the web that somehow points back to you. But where to you get all this content?

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Potato Battery Marketing

We all know what a potato battery is. You put a copper (penny) and a nickel (nickel) electrode in a potato and produce a small current of electricity. It's a classic experiment that's been bouncing around school science fairs for decades. So if everyone has heard about it, why does it keep showing up?

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A Unique Selling Proposition

No lie. I just read a press release touting that a new accounting service bundled previously separate services to offer the customer "Unique Pricing." Are they kidding?

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