Jonathan Kranz

Jonathan Kranz is the author of Writing Copy for Dummies and The eBook eBook: How to Turn Your Expertise Into Magnetic Marketing Material. He is the principal of Kranz Communications (www.kranzcom.com) and may be reached at jonkranz@kranzcom.com.

Articles by Jonathan Kranz

Five Things to Think About Before You Launch Your Next Website
Most companies do a fairly good job keeping pace with technologies. But the harder, yet more rewarding, work involves keeping up with how people use the Internet to learn, communicate, shop, and entertain themselves. By matching your Web presence to your customers' Web habits, you stand the best chance of ... more
Bearing Bad News: Six Ways to Reduce the Sting When Your Message Stinks
I can't promise you that by following these suggestions you'll recover from bankruptcy or resurrect your business. But you can move on with dignity. And, sometimes, when your organization faces its darkest hour, choosing dignity may be the best, last business decision you can make. more
10 Practical Tips for Creating Blockbuster E-Books
Without careful planning, your e-book may become a sinkhole of confused agendas, missed opportunities, and poor distribution. Here are a few key things that might help you avoid the pains and achieve the gains. more
10 High-Impact, Low-Budget Ideas for Marketing in a Down Economy (Part 2)
Earlier this month, the author offered five ideas for getting ahead in an economy that's got us down. As promised, here are five more inexpensive (yet powerful!) ideas that can help you and your business come out on top. more
10 High-Impact, Low-Budget Ideas for Marketing in a Down Economy (Part 1)
When the going gets tough, the tough get... cheap. Today, a good marketing idea has to be as inexpensive as it is clever. In this first of a two-part series are five inexpensive suggestions that can lead to productive results. more
Bringing New Color to the Gray World of Whitepapers
Whitepapers have been with us for a long time. But innovations in printing and distribution—and even in the way we conceive of whitepaper content—have dramatically changed the game. Let's take a look at the ways we can bring color to the whitepaper—and multiply the impact of our efforts. more
How to Get the Web Content You Want From the Employees You Have
With the growing significance of the Web as an integral part of the long B2B sales process, companies are more aware of the value of content: meaningful communications material that attracts and holds prospect attention. But... where will that content come from? It can (and should) come from you and your ... more
How to Sell the Experience When Features and Benefits Aren't Enough
Suppose your product features are much like your competitors', and the benefits of using your products or services are similar. Looks like you're on the commodity train. When a typical approach fails to distinguish your business from the pack, it may be time to take your messages into the heart ... more
Create Compelling Business Stories in Three Simple Steps
Stories aren't just for campfires and school children. They're a powerful way for businesses to communicate their value, to create an emotional hook that sticks. Nordstrom's and HP have used them effectively to convey outstanding customer service (the former) and innovation (the latter). Yet most businesses remain tongue-tied—not because they don't ... more
Top 10 Ways to Torpedo Your Marketing Efforts
Sometimes the best laid plans go wrong because, in fact, they weren't the best laid plans. In this season of spring, when new life and fresh hope comes a-budding, author Jon Kranz offers a little... fertilizer. Herewith, a grumpy, glass-half-empty, downright surly look at all the ways marketers shoot themselves ... more