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CONTENT TYPE: Article | TOPIC: None

It may be awkward to openly acknowledge it, but every sale is a kind of seduction. As marketers, we make introductions, pursue courtships and hope for consummation—the sale. Here are a few thoughts on how to use words—which may be applied to everything from direct mail to Web site content—to make a more compelling appeal to the heart (and via the heart, to the purse).

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In this MarketingProfs Classic, originally published in April of 2003, Suzan St. Maur highlights 10 online writing concepts that also kick offline. "After all the agonies we suffered some years ago when some tried to make offline text work online, we've finally turned the tables," she writes. "Now we can borrow back a number of online writing concepts and use them to sharpen up our paper-based marketing communications."

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More than 90% of journalists go online to find story ideas, with 73% specifically researching press releases. With Really Simple Syndication (RSS) and free automatic email alerts from Google News so readily available, it makes sense that the Web is a prime source of consistently updated information for busy journalists. So how can your organization capitalize on these trends?

CONTENT TYPE: Article | TOPIC: Writing

Here’s how to write copy to nudge the brain in just the right way.

CONTENT TYPE: Article | TOPIC: None

Here's a great summer project: Gather your sales brochures, product bulletins, Web page copy, white papers, news releases, sales presentations, annual and quarterly reports...and so on. How clearly and consistently is a differentiated position expressed? Does it read like fodder from several different companies? Well, it doesn't have to.

CONTENT TYPE: Article | TOPIC: Writing

Time was when you looked carefully at your handwritten draft, mindful that revisions to the typewritten version would waste a lot of time. So you thought a great deal about what you wrote. You had an incentive to consider every sentence, every phrase, every word. There is no doubt that the arrival of word processing made the writer’s life a lot easier. But something has been lost.

CONTENT TYPE: Article | TOPIC: Writing

After the agony of attempting to make offline text work online, we’ve finally turned the tables.

CONTENT TYPE: Article | TOPIC: Writing

Here are 10 rules for writing effective web content.

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etadata is wholly misunderstood. Editors and writers tend to look at it as a technical issue. Technical people look for a software solution. In fact, both are wrong.

CONTENT TYPE: Article | TOPIC: Writing

What’s the single most important thing that could improve the Web? It’s not broadband. It’s better writing.

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Writing by committee ends with too many words and too little focus, and it is a colossal waste of time. That is, unless....

CONTENT TYPE: Article | TOPIC: Writing

n effective headline is the most important aspect of any successful print ad.

CONTENT TYPE: Article | TOPIC: None

By actively managing the way you represent your skills and your achievements, you can boost your chances of getting ahead.

CONTENT TYPE: Article | TOPIC: Writing

If you’re writing a white paper, issue brief, article, analysis, or report, what’s the best way to conclude that document?

CONTENT TYPE: Article | TOPIC: SEO

The shift in how search engines treat keywords is significant. Now, they tend to ignore the keyword meta tag and rather look for keywords in the actual page content.

CONTENT TYPE: Article | TOPIC: Writing

ake a minute to review these 10 fundamentals of great copy. How does your Web writing stack up?

CONTENT TYPE: Article | TOPIC: None

Despite this age of information overload, buyers still need information to help them make the right choices. By incorporating some of these tips, you and your marketing staff can produce pieces that will stand out from your competition's—and guide the buyer to the close of the sale.

CONTENT TYPE: Article | TOPIC: Writing

Looking for ways to create a proposal that sets you and your company favorably apart? Ways that capture the great things you have to offer? Here are six suggested best-practices intended to not only maximize your chances to stand out and land the job but also manage the risks.

CONTENT TYPE: Article | TOPIC: Demand Generation

Looking for ways to create a proposal that sets you and your company favorably apart? Ways that capture the great things you have to offer? Here are six suggested best-practices intended to not only maximize your chances to stand out and land the job but also manage the risks.

CONTENT TYPE: Article | TOPIC: Writing

As marketing professionals, business owners, and salespeople, our livelihood depends in large part on our ability to communicate. And as we prepare for our next marcom project, marketing campaign, sales presentation, or public-speaking opportunity, we would do well to call to mind the lessons to be learned from Lincoln's masterpiece.