Back in the dark ages of the internet, marketing was simple: send a monthly ezine, sales offers, and any other buzzworthy content down the pipe and a certain percentage of people will “convert.” Money automatically transferred into your account as the list was monetized. Today, it’s no longer that simple. [More]
When you make a purchase decision, what is the one thing, more than anything else, that gives you confidence that the other party can (and will) do what they promise? Yes, statements of work, contracts, and case studies all play a role. But what about references and testimonials? References are those conversations [More]
Here's a question you don't get asked every day: how much do you really know about writing? And more particularly, the craft of copywriting? Unless you do this for a living or had extensive training , the answer is likely not very much. Yet no matter your particular role or responsibilities, copywriting is an [More]
It wasn't that many years ago that both people and organizations craved higher and higher fidelity: 7.1 Dolby Digital sound, Ultra High Definition TV screens, and so on. Today though, mobile (and digital) is driving size in the other direction: smaller. An unintended consequence, however, is that the fidelity of the user experience has also dramatically [More]
Have you ever felt that you were being "sold" to? Perhaps an over-the-top marketing campaign, or perhaps a slightly-too-pushy salesperson? If so, then you're not alone; the question, however, is why. And why do organizations so often encourage such off-putting activities? Some of the obvious reasons: The momentum of the [More]
Think what it was like to be Lewis Downing Jr: Back in the mid-late 1800's, he was the President of the Abbot-Downing Company, one of America's most celebrated stagecoach manufacturers. He was at the top of his game, literally opening up the west with his vehicles. Lewis Downing Jr. supported an entire [More]
While the internet - and now AI - has changed the world of publishing fundamentally, the world of writing has been fundamentally shifted as well. Consider who is actually doing the writing: Professional writers are educated in the craft of investigation and written expression, and spend an entire career learning [More]
If you use the web on a mobile device, do you ever get frustrated by a site that forces you to pinch-and-zoom to read the content? Or a mobile website that seems to hide what you think is key information - like the street address and phone number? If your [More]
Marketing and sales are at the core of almost every organization. Whether it is writing a proposal for a prospect, encouraging a person to join your organization, or selling an internal team on a concept, the act of gaining alignment and commitment is critical. More evidence of the importance of [More]
Most marketers understand the basics of putting up a website, but rarely get a glimpse into what is likely the most important part of the process: testing. Done properly, testing is time-consuming. When the schedule (or budgets) are tight, unfortunately, it is the first thing to go. And when this [More]
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