Quick Reads: Writing

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Unleash Your Inner Ron PopeilSmall Business
According to Tom Lindmeier, adding video product demonstrations to the rich media mix at your online store can boost Web sales. But there's a caveat: "I have seen my share ...
Make It Fun to Keep Them LoyalCustomer Insight
What makes consumers love your Web site? The answer might be as simple as child's play. Research shows that customers have a more positive attitude toward a site when their ...
The Deviant Approach to CreativityMarketing Inspiration
Take a look around your office—what do you see? The traditional mix of memorabilia, photos from company golf tournaments and perhaps a few mementos from some recent successful product launches? But ...
Creating Your Company's Own Online RealitySmall Business
"While many business owners are beginning to understand that information is the currency of the Internet," says Rick Sloboda of WebCopyPlus," few act on it." Yes, your business has the ...
Blogging the eBay WaySmall Business
If you witnessed the recent uproar over eBay's decision to restructure its fees, you know that website's users can be an opinionated crowd. And you can bet the company put ...
Oh, Count the Ways You Can Annoy a JournalistMarketing Inspiration
If you've ever wondered what journalists really think about marketing professionals, check out AngryJournalist.com. According to its mission statement, "AngryJournalist.com is for the underpaid, overworked, frustrated, pissed off and ignored ...
Mind Your E-MannersEmail Marketing
When you were in school, you probably learned the proper way to write a business letter. How we wish that were true for e-letters! Sadly, the rules of etiquette for ...
Why You Want Customers to Notice Your ZitsMarketing Inspiration
It's been a long day filled with meetings, a lunch appointment and dinner with clients. As you walk in the front door and toss your keys on a side table, ...
Using Tricks of the Journalistic TradeMarketing Inspiration
In a post at his Web Ink Now blog, David Meerman Scott says that one of the best ways to generate exceptional marketing content for the Web is to hire ...
A Permission Marketing Primer: Who's Driving?Email Marketing
Over the last few weeks, we've covered four of Karen Talavera’s "Six C's of Permission Email": Conscious Consent, Choice, Clarity and Confidence. In this issue, our final installment on Talavera’s ...
When Personalization BackfiresSmall Business
Email marketing gurus claim that including a recipient's name in an email or online offer is a good idea. "Marketing response rates rise when communication is personalized. That's what the ...
How to Leave Your Imprint on the BlogosphereSmall Business
Writing about newsworthy events is a great way to generate traffic at your blog. And in a post at his Social Media Marketing Blog, Scott Monty discusses takeaways from his ...
A Permission Marketing Primer: Picking and ChoosingEmail Marketing
Permission email marketing has morphed from best practice to legal requirement in several countries. In the next three issues we'll explore what Karen Talavera, president of Sychronicity Marketing, refers to ...
Freedom to Brand FearlesslySmall Business
In the most recent edition of Editorial Emergency, Simon Glickman and Julia Rubiner warn businesses against fear-based branding. Many clients approach the dynamic copywriting duo with requests for their signature ...
Show Me the WaySmall Business
Suppose you want to make a quick online purchase, but get annoyed when you can't find the product you want on the Web site. The problem with this scenario, claims ...
Remember Me?Email Marketing
"Most marketers have email addresses for less than half their customers and prospects," says Reggie Brady. If this sounds familiar, you should consider using an email appending service. The larger ...
Give 'Em a Good TeaseEmail Marketing
Whether your email campaign's audience is B2B or B2C, most recipients use a preview pane to decide whether they want to read the message or hit delete. Reggie Brady suggests ...
Newsletter No-No'sEmail Marketing
How can businesses use email newsletters to achieve their marketing goals? Knowing what not to do is a good place to start. Mark Brownlow claims there are six big mistakes ...
The Name GameSmall Business
Stroll over to MarketingProfs' Know-How Exchange and you'll find that small business owners ask one question with remarkable frequency: What should I call my company/product? Sometimes they already have ideas ...
Clicks-and-Mortar Mix-and-MatchEmail Marketing
Email campaigns can be effective tools to encourage multi-channel sales, leading customers to make online and in-store purchases. Stephanie Miller recently highlighted a number of steps you can take to ...
Where's the Best Place for Your Ad?Customer Insight
Before you place your next ad, think carefully about its location. Research at Northwestern University and the University of Iowa discovered that where and when your advertising appears may influence ...
Think Twice Before Hitting SendSmall Business
We talk a lot about the importance of creating a personalized pitch when you want to send a great story idea to bloggers and journalists. Yet if you still think ...
A Resolution You Can KeepEmail Marketing
Did you make a New Year's resolution to optimize your online campaigns in 2008? Probably not. But Reggie Brady says now's a good time to develop a plan to improve ...
Seal Your Pitch with a KissMarketing Inspiration
How, oh how, do you persuade a busy media professional to look at your story idea? If your message is too theatrical, it can backfire; dignified understatement, however, might earn ...
Blogging Lessons from Tupperware Small Business
In a post at Conversation Agent, Valeria Maltoni explains how the tenets of hosting a Tupperware party—leveraging personal relationships for commercial purposes—are similar to the principles of marketing your blog. Maltoni offers a ...