A few years ago, as mothers often do, I helped my son with a school project. This was no ordinary project. In our feeble attempts to give the teacher what she wanted, we spent the night scouring the web, reading scholarly reports, and scratching our heads. Looking back, I’m not sure the teacher understood this […]
Startup & Grow Episode 3: Big Ideas and Sidebars [Video Podcast]
In this episode, Luke and I talk about ideas. Do you really need a big idea to create a successful business? I ask Luke to share some of his own ideas and why they worked, to support my contention that no, a good idea is good enough. But don’t trust me. Listen to the podcast! […]
How to Write Content that has the Power to Seduce
Okay, so you bought into content marketing. You and 91% of B2B marketers, according to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends. But let’s be honest. The fact that you started to create content doesn’t mean you’re happy with the results. Based on the statistics in the report, nearly two-thirds (64%) of content […]
Marketing Basics
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 idea doesn’t have to be complicated. Your copy doesn’t need to be impressive. The greatest marketing is also the simplest.
The Courage to Be Creative
Steve Jobs probably had it. Leonardo da Vinci had it for sure. But Shakespeare didn’t. What is it? Creativity. It’s one of the most highly prized and admired qualities in all mankind. But it’s such an elusive concept that even the dictionary can’t capture it. According to Miriam-Webster, creativity is defined by the ability to […]
Before You Write: Plan
A great promotion doesn’t just appear, fully realized, to the expectant writer. It’s not like Field of Dreams. If you sit at your computer, it won’t come. To write copy that gets a mere 1 to 2% response rate (which is the least you should shoot for), you’ll need to invest time up front, before […]
5 Pillars of Persuasive Marketing Copy
Whether you’re trying to write a postcard or an email, a landing page or a sales letter, your goal is the same: to persuade your reader to take action. Do the rules of persuasion change depending on the type of communication? Thankfully, no. The requirements may be different depending on your platform, but the basics […]
What SPOC Taught Me About Content Marketing
Last month I attended the Self-Publishers Online Conference (SPOC) by Susan Daffron, author of Publishize. I have to say, it was one of the best online conferences I’ve ever attended. (Let me also say that their tag line, Live Long and Publish, is pure genius!) I was impressed enough that yesterday, when I heard Susan […]
Packing a Promotion: Decide What Matters
Right now moving on my mind. No, I’m not moving. But my friend is. And I’m helping her pack. It’s an interesting thing, packing. While you’re sorting through all your possessions, deciding what goes and what stays, the past often has more sway than the future. Moving forces you to come face to face with […]
Marketers: What’s Your Point?
Writers, marketers, communications experts: it’s time to recall a foundational truth that can make a huge impact on your results. No matter what you write, no matter what communication you put in front of your readers, before you put your fingers on the keyboard, you need to answer one question… What’s the point? As communicators, […]