Creative Communication is a Revenue Turbocharger

 

Scientists have debunked the myth that we only use 10% of our brains. But the myth is persistent because it’s so believable. One of the worst offenders that makes this false statistic so convincing is marketing copy. Cliches invade websites and sales collateral like a particularly nasty insect species. Buzzwords and abstract phrases that mean nothing are everywhere, and they’re …Read More

11 Reasons Your Website Isn’t Generating Leads

 

If you’re spending money on SEO or PPC to drive prospects to your site but you’re not seeing many leads come through, you’re probably trying to figure out what’s wrong—fast. Assuming your site looks professional, your problem likely lies in your content strategy. Here are the top eleven ways I see companies go wrong with their website content. Fix these, and …Read More

Want Happier Customers Who Will Recommend Your Company? Give Your Products an Experiential Twist.

 

Black Friday this year found me exploring a wilderness-area canyon in central Arizona, in search of Sinagua cliff dwelling ruins. I didn’t miss shopping that weekend—and I had the time of my life.

You’ve probably heard that buying and consuming life experiences, contrasted with material items, leads to greater well-being. Many studies demonstrate that people are generally happier as a …Read More

Content Distribution Strategy is Overrated—Here’s Why (Plus, 3 Ways to Get Better Content Marketing Results)

 

With an overwhelming number of new websites and social media platforms cropping up every day, and with the influence of those sites and platforms constantly changing, marketers are increasingly focused on distribution and promotion strategy: where to share their content and how to get the word out. This is especially true for the notoriously-hard-to-reach B2B market.

In a recent study by Altimeter, …Read More

Use Sensory Images in Your Marketing to Stand Out from Your Competition

 

Let’s face reality. Your prospects’ inboxes are overflowing, their social media feeds are filled with your competitors’ updates, and the first three pages of their Google searches contain sites just as good as yours. “Visibility” is no longer enough. Everyone is so visible that they’re all blending into one big bulk that might as well be invisible.

You are not just …Read More

How to Re-tool Content That Isn’t Converting the Right Leads

 

Scissors are pretty nifty objects. They’ve been around since the time of ancient Egypt and have remained an essential tool in nearly every office and home. They’re really good at cutting things.

But when you want to hang framed artwork in your office or home, those nifty scissors leave something to be desired. You need a tool that’s designed to …Read More

Emotion Sells, Even in B2B. Here’s How to Use Emotion to Win Business Buyers.

 

B2B companies almost always focus on business value when marketing or selling their products and services. After all, ROI is the holy grail for businesses—if you can prove that you can deliver strong ROI, you win the deal, right? Except it doesn’t seem to work that way.

A 2013 study by Google and CEB’s Marketing Leadership Council found that, on average, …Read More

5 Writing Tips from the Masters

It’s no secret that good content generates interest, communicates expertise, and builds trust. But in our haste to create content, we may forget that key adjective, “good.” Who better to offer us instruction in how to create quality writing than the writing masters? Here are five tips gleaned from a few of the best.

1. “If you don’t have time to read, …Read More

The Best-performing Companies Understand Their Prospects

How important is having a thorough understanding of your prospects? Pretty important, according to recent research by Cintell and MarketingProfs.

The study showed that B2B organizations that exceed annual revenue goals are more likely than worse-performing organizations to use a wide range of sources to research the demographics and psychographics of their prospects. Organizations that exceed annual revenue goals are also …Read More

When You Try to Speak to Everyone, You End Up Communicating With No One

Lots of people visit your website. Current clients looking for information, prospects who are thinking of making a purchase, people who want to learn more about your area of expertise (DIYers), competitors, people who saw your ad and are curious, people who click on your link in their not-really-related Google search, etc.

You probably want to say something to all of these people. …Read More