Businesses invest quite a bit of time and money into sending messages to their customers. Unfortunately, most don’t realize that many of their actions result in other messages that may be inadvertent, but are also pretty dangerous. Financial institutions are particularly adept at delivering the wrong messages. After going through the semiannual ritual of gathering … Read more
What’s the ideal length of copy for websites and other marketing materials? I’ve noticed a lot of people seem to view themselves as experts on the subject — although what most don’t realize is their answers are based on personal preference or learned prejudice. The simple answer is that the correct amount of copy is … Read more
Freelance writers and other creative suppliers are accustomed to taking calls about the services we deliver. While the calls I receive focus on learning more about what I do, they also give me great insight into the sophistication of the callers and whether I really want to do business with them. Prospects often lack experience … Read more
One of the most common mistakes companies make when developing websites, blog posts, and other communications materials may surprise you. They completely lose sight of the audience. Confused? It’s absolutely true. I’ve seen it happen again and again. Companies invest huge amounts of money to develop websites, advertising, social media campaigns, and other materials, and … Read more
Most people recognize white papers as an informational document issued by companies or other organizations. When writing white papers to current and prospective customers, marketers wonder about how persuasive they should be. The simple answer is very persuasive. After all, they are a type of document that is used to educate and inform potential customers … Read more
I wonder if you can answer a very simple question about your business. Do you do a good job? By that, I mean do you accomplish what you set out to do for your customers and clients? Do you provide more value than your competitors offer? Are your customers better off because they work with … Read more
Graphic design for seniors considers changes in people’s vision.
If you’re seeking ways to repurpose white papers, you’ve probably already started to see the benefits of using a white paper as part of your marketing strategy. While a white paper is one of the most important types of long form content available for a content marketing strategy, it can also be the source for … Read more
If I mention the word “psycho,”, there’s a very good chance that a certain black and white image will spring to mind: water trickling into a shower drain, slowly being supplanted by a darker fluid, all punctuated by ear-piercing shrieks. There’s also a very good chance that you just shuddered a little. Assuming that image … Read more
What makes you and your company the best at what you do? How well do your prospects and current customers understand your expertise and capabilities? Do they grasp just how good you are and what separates you from the rest? Most organizations try to convince customers and prospects rolling out tired language about their “world-class … Read more