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- 'Hypey' Copy That Converts, and How to Write It
by Barry DensaHypey copy is like a fine wine. It has great legs, a fine body, and a rich nose. Hype excites the emotions, stimulates the buying glands, and ultimately converts better- than-dull; drab; "only the facts, Ma'am" marcom-style copy. The challenge, of course, is how to differentiate bad hype from good hype. more - Put Crowdsourcing to Work for You: Five Tips for Getting Started by Kimberly SmithSome companies are finding that their customers have a truer understanding of their own motivators and needs than even the most-qualified Chief Marketing Officer (CMO), and (what's more) that an outsider perspective may be just what their organizations need. It's called crowdsourcing, and within are some real-world examples and tips for ... more
- Nine Email Tactics That Can Put You Out of Business by Gwen MoranAs the technology and the legal issues around email evolve, so should your email marketing programs. Otherwise, you could misstep, and that could cost you opportunities to communicate with your customers or constituents as well as damage credibility. Here are nine pitfalls to avoid, that can put you out of ... more
- Webinar Essentials: Five Must-Have Ingredients of Success by Kimberly SmithFor cooking up new leads or positioning a company as a thought leader and trusted industry resource, webinars serve as an effective tactic. They create dialog and tempt prospects to get to know you better. In fact, webinars can become a company's best lead-generation tool; now get the scoop on ... more
- Endurance Training: Five Brand-Building Exercises by Kimberly SmithWhen the slow season strikes, devote some energy to pumping up your brand. These five exercises will show you where to start to best position yourself for the inevitable upturn. more
- Boost Your Site Traffic (Part 1): 10 SEO Tips for Higher Search Rank by Kimberly SmithWhere can you get the best ROI in online media? The answer is simple: great search engine rankings. Learn what it takes to push your listing to the top of your category with these latest exclusive tips from search and linking strategists. more
- Steal This List! 100 Subject Lines (and 7 Tips) That Will Get Your Emails Opened and Clicked on by Kimberly SmithEven in a social media world, email pulls as the strongest-performing marketing channel. The first step on the path to strong performance, however, is a compelling subject line. Here's what makes for a good subject line, as well as a list of our own 100 subject lines that will both ... more
- Honest to Blog: 5 Tips For Developing a Corporate Blogging Policy by Kimberly SmithThe key to a corporate blog's success lies in a company's ability to earn the trust of its readers, and a well thought out blogging policy can provide the necessary foundation. Here are some of the factors any organization should consider in order to give credence to a blog. more
- Three Reasons Why Print Collateral Remains Relevant by Elaine FogelDigital marketing is hot. And a recent MarketingProfs survey showed that the first items that marketers faced with reduced budgets would cut were print advertising and tradeshows. So, why focus on print collateral at all? Here's a close look at three reasons why print collateral may still be viable and ... more
- Five Paid-Search Best-Practices by Jeannette KocsisMost companies should be using paid search as a mandatory component of their marketing. And with search engine marketing spending expected to reach $25 billion by 2012, it's obvious that a good share of marketers understand its potential. But first, understanding best-practices is essential to success. more
- Bringing New Color to the Gray World of Whitepapers by Jonathan KranzWhitepapers 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
- Creative Redeemed: How to Achieve Measurable Difference in Online Marketing by Scott BrinkerThe power of great creative is that it over-delivers. It exceeds expectations. It signals that you care about and respect your audience—and it affects your brand when you need it most: the formative moment of a prospect's first impression of you. Measure precisely how much of a difference this makes. more
- 10 Best-Practices for Writing a Whitepaper That Gets Results by Steve HoffmanWhitepapers can be a highly effective tool to establish your credibility, promote a product or service, and get results. Here are the 10 best practices to writing a whitepaper that will get your company noticed. more
- Six Keys to Writing a Great Case Study by Doug Stern"Case study" is really just another way to say "storytelling." The best ones recognize that we all connect on a primal level with anything that begins with "Once upon a time" and ends with "and they lived happily ever after." So how do you write a case study that shows ... more
- What Do Your Marketing Communications Reveal About You? by Becky CarrollEvery touch from every department is marketing. Each customer interaction, whether via phone, email, direct mail, or Web, leaves an impression about your brand. Are your marketing communications self-serving, or are they serving customer needs? more
- Eight Fast-Acting, Low-Cost Marketing Tactics That Can Make a Difference NOW by Michael GoodmanEffective marketing campaigns don't necessarily require big-company budgets. By being smart in the up-front planning stage, you can maximize the greatest value from your budget, regardless of its size. Here are eight low-cost tools you can use immediately to give your marketing program an instant shot in the ... more
- Email Marketing: Top 10 Language Pitfalls and Top 10 Power Words by Karen TalaveraYour email marketing messages should avoid these Top 10 spam filter triggers. Even more importantly, your messages should include the Top 10 most powerful words in direct response to ensure successful delivery, avoid complaints, and improve response. more
- How to Get the Web Content You Want From the Employees You Have by Jonathan KranzWith 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
- The Top 5 Reasons Subscribers Opt Out of Email (and What to Do About It) by Tom KulzerThere are plenty of reasons for email marketers to pay attention to their unsubscribes. But if we read a bit between the lines, we might find some value by learning both to reduce the number of unsubscribes from our campaigns and to better engage those who stay with us. more
- The Secret to Creating Compelling Case Studies by Gail MartinCase studies are a marketer's secret weapon for creating an emotional link with valuable prospects, because compelling case studies invite prospects to place themselves in the story and imagine the rewards of their own successful outcome. A well-told case study makes "getting to yes" easier. Here's how to create one. more
- How to Sell the Experience When Features and Benefits Aren't Enough by Jonathan KranzSuppose 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
- Three Ways to Take Advantage of the Email Preview Pane by Reggie BradyDo you have the preview pane enabled in your inbox? Many of your email recipients use this setting and some even read most of their emails this way. In short, the preview pane is important email real estate, and you can use it to your advantage. What readers see in this ... more
- 8 Career Must-Do's for '08 by Jason AlbaThis is not an article that offers tips for a job search, per se. Rather, this article offers career management advice, which is applicable whether you are in a job search or happily employed, and even if you own your own business. Here are eight things you should be doing ... more
- 13 Tips for Tuning Your Web Site to Increase Conversions and Inquiries by Ann HandleySearch engine optimization decrees that there are a certain set of words that people tend to search with. But when those same people arrive on your Web site, a different set of words, called "customer carewords" becomes important. Choosing the right carewords will bring visitors through your Web site... and ... more
- 30 Tips for Creating a Digital Press Kit by Gail MartinGiven the ease of online publishing, there's no excuse for a company not to have a current, effective press kit. But why are press kits missing from so many Web sites? What's their real value? What must absolutely must be in your press kit? And what should you leave out? ... more
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