We received an e-mail the other day that illustrates how organizations can write more effective solicitations. It asks us to support a new credit reporting system, a genuinely worthy cause. All it needs is a more worthy message, one the average reader can understand. We have some suggestions.
The release currently begins: Read the rest of this entry »
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Abridged and reprinted from his blog Web Ink Now with the author’s permission.
David Meerman Scott is pleased to announce a partnership with Dow Jones and HubSpot to leverage and focus on innovative solutions for new and improved, next generation, cost effective, world class, high performance, value added outcomes.
Does the sentence above suck or what?
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This article is excerpted with the author’s permission from Content Marketing Today.
Influence them with information well before they are ready to buy from you.
I have written before about the many differences between a traditional website and a blog.
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Managing Director, Tippingpoint Labs
This article is abridged and excerpted from a series about evolving marketing strategies. Reprinted with the author’s permission.
Shifts in the digital landscape have forced marketing departments to rethink budgetary planning. Traditional marketing strategies and “big idea” campaigns are being replaced with targeted, relationship-building activities.
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August 24, 2009
It’s tough being a pioneer. If your colleagues sometimes oppose your efforts to make a Website more user-friendly, here’s a way to dodge the arrows. Check out the Nielsen Norman Group’s usability site for guidelines on persuading subject matter experts to bring Web content more in line with the target audience’s needs.
The key is to study actual user behavior, under the watchful eyes of the subject matter experts. As the authors point out, many people can only be convinced if they see the truth for themselves.
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Abridged and reprinted with permission from her blog, Marketing Interactions.
When a prospective buyer tries to choose among sellers, going after a reduction in price is the easiest option on which to focus. With the commodity status of many products, differentiating by price seems the easiest way to choose when the belief is that all the options enable the same outcomes.
And therein lies the rub. Even though many products look alike, the outcomes that buyers can gain from them can be wholly different based on their unique circumstances and the expertise of the company providing the product.
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This post first appeared in a slightly different form on Junta42. It is reprinted with permission.
About a month ago, we brought home our first pet…a guinea pig that the boys named Phary (pronounced Ferry).
After the initial adjustment week, a routine developed. The boys would get Phary out of her cage in the morning and right before bedtime. As one of us walked over to get Phary out of her cage, she would place herself in the left corner of the cage so we could easily grasp her and carry her out. All was right with the world.
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By Ardath Albee. Abridged and reprinted with permission from her blog Marketing Interactions.
Newsletters delivered via email are a staple for many B2B companies. These e-newsletters usually contain titles, descriptions, and links to several articles, perhaps an executive column, a customer spotlight, an invitation to a webinar or a white paper download, and any product or company news at hand.
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I’m hardly a fashionista, but once in a while—usually when I decide that au courant toes no longer justify the pain—I buy a new pair of shoes. And I always buy them from Maryland Square, a mail-order house that carries every brand imaginable, ships promptly, and most important, inundates me with catalogues and e-mail. I’m what a marketer would call an active loyalist.
I also buy books from Amazon. Do I appreciate their e-mails and Web site lists of more books I might like? Of course. And who doesn’t love Angie’s List for helping to protect us from the vast array of scams in our capitalist paradise? I especially like Amazon and Angie’s List because they know what matters to me. Angie’s List wants to know how I felt about the vendors I found on their list and wants me to add ratings.
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Give journalists a fresh story idea every month. Provide reporters with brief nuggets that pinpoint key trends or issues. Make them timely and succinct, and never let a whiff of self-promotion creep in. Email story ideas to a well-tended list of journalists.
Monitor the media. Reporters are always looking for stories and sources. To find out what they’re after, stay in personal contact with reporters and editors, monitor editorial calendars, and subscribe to a service like ProfNet.
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