For writers, this is a medium-level skill. For marketers, it’s as basic as bacon and eggs for breakfast… Specifics sell. If you use generalities in your copy or make vague claims about your product, you’re leaving money on the table. The trouble is, even if you know the difference, you can inadvertently make broad promises […]
Taking Customers All the Way to Purchase [Infographic]
Whether you’re a strictly digital business or brick-and-mortar with a digital presence, you’re likely trying to sell online. We talk a lot about the sales funnel and stopping leaks so people make it all the way to purchase… but often, we fail to stop the leaks that occur inside the shopping cart. This infographic reviews […]
How Many Touches Make the Ideal Marketing Campaign?
Someone asked me the other day how many touches would make an effective marketing campaign. Marketing “gurus” have suggested three touches as the ideal. For the people who follow them, that number is now the golden mean. But I question the logic of saying every marketing campaign should have the same number of touches, the […]
How to Use a Call to Action in Social Media
Social media marketing is challenging because it’s not just marketing. It’s marketing and relationship. If you’re like many marketers, you struggle to be relational yet still get results. The key? Know when and how to include a call to action.
Keep Your Customers Coming Back for More
We come to the end of “Love Your Customer” month. Each week we’ve covered things you can do to build your business by putting your customers first. Today, we wrap up with a focus on long-term relationship. Let me start by asking a question… Is relationship important, or does that introduce an element of “unprofessionalism”?
Xtreme Value: How Much Is Enough?
This month we’re talking about ways you can win your customer’s heart — and build your business at the same time. Last week’s article was about respecting your customers. If you missed it, you can find it here. Today, we’ll be talking about extreme value. Your customer’s bottom line All your customer cares about is […]
6 Benefits of Content Marketing
Wondering if content marketing is right for your business? Content marketing is one of the most powerful promotional strategies being used by businesses of all sizes, across all channels, in all industries. It doesn’t matter what type of business you have, content marketing offers six important benefits.
What Is a Copywriter?
Even if you’ve never met one, you can probably guess what a business writer or commercial writer does. The term copywriter is a bit more of a challenge. Logic tells us that a copywriter writes copy. But what on earth is copy? In marketing and advertising, the words are called copy. These words may be […]
How to Profit by Making Your Content Free
How do you approach content marketing? Do you favor paid or free information? I’m going to tell you why I think free is your best bet, especially early in the sales cycle. But first, let me tell you about something I saw in a blog post this morning. The point of this post was “give […]
Don’t Confuse Content with Collateral
There seems to be some confusion about what content marketing is. And isn’t. When marketers think about content, they often want persuasive hype in the headline and a hard offer in the close. When sales people think about content, they want an about-me page with features and benefits. But neither of these approaches is right.