Kathryn Aragon
B2B Growth Consultant
Your research is done. Your strategy is set. It’s time to start writing copy. How do you begin? Before letting the words flow, you need to decide on the strategic approach that will best express …
Continue Reading about Direct Response Copywriting: 13 Formats for Winning Campaigns →
“Perception is reality.” That’s how my professor started every marketing class, repeating the words as a mantra until they became a permanent part of our thinking. Even so, when you’re on the …
Continue Reading about Why Some Promotions Sell and Others Fail →
One of the most challenging assignments for any marketer is the elusive (and intimidating) unique selling proposition (USP). "Own a piece of the market," instructs your marketing manual. Okay, but …
What is marketing? Big ideas, persuasion, sales, motivation, call to action... Yes. It's all of these and more. But the easiest expression of it is this: strong ideas, simply expressed. A big …
Results. Converting prospects into customers and customers into loyal fans. That’s the bottom line in marketing. So why are marketing departments satisfied with lackluster messaging that doesn’t …
Continue Reading about Strategic Direct Response: Banish Aimless Marketing Once and For All →
Is there ever such a thing as pure, unadulterated creativity? Probably not. Which is why even great writers like Shakespeare borrow ideas and plots. Hey, if Shakespeare wasn't above a little …
Continue Reading about Beg, Borrow and Steal… with Integrity →
