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  • Should You Appeal to Your Audience's Right Brain or Left Brain? [Video]

    Video

    CONTENT TYPE: Video | TOPIC: None

    Science tells us that the brain's two hemispheres process information quite differently. Knowing that, we can shape our writing to appeal to either the left brain or the right brain. But which should you appeal to?

  • Is Your 'About Us' Page Effective?

    Article

    CONTENT TYPE: Article | TOPIC: None

    For a small B2B business, the second most important page on its website after its homepage is its "About Us" page. Learn a highly effective formula for creating content for your "About Us" page, and how to track its effectiveness.

  • How to Get Your Creative Approved [Video]

    Video

    CONTENT TYPE: Video | TOPIC: None

    You've finished the script. It's great. It's funny. It's the kind of writing that gets attention and wins awards. You send it to the client. Think it'll come back unscathed? Maybe... IF you follow this tip.

  • What's Wrong With Your Email: A Second Look at Proven Attention Grabbers

    Article

    CONTENT TYPE: Article | TOPIC: None

    When soliciting business via email, there's a right way and a wrong way to grab your subscriber's attention and interest. Here's a real-life example—and a detailed critique—of an email solicitation gone awry.

  • The Five Rules of Great Radio: Rule 5 [Video]

    Video

    CONTENT TYPE: Video | TOPIC: None

    You and two friends have spent the last three hours climbing up the edge of a giant pizza crust. Finally reaching the top, you look out over the vast plain of pepperoni and green peppers. The aroma causes you to lose your balance and tumble down into a pool of warm, tangy tomato sauce.

  • The Five Rules of Great Radio: Rule 4 (b) [Video]

    Video

    CONTENT TYPE: Video | TOPIC: None

    If the only thing consistent about your radio spots is that they always sound different, you may have a problem. If you're aiming for a brand sound, you'll never hit your mark if you constantly change elements.

  • The Five Rules of Great Radio: Rule 4 (a) [Video]

    Video

    CONTENT TYPE: Video | TOPIC: None

    You're driving. Through Iowa. Endless fields of corn. Row after row of stalks the same size, the same height, the same color. That, actually, is much like a drive through radio advertising. How can you hope to stand out?

  • Snackable Content: The Key to Engagement

    Article

    CONTENT TYPE: Article | TOPIC: None

    Whether it's listening to an iTunes 30-second free snippet or grabbing a snack pack of chips, people like to sample. Apply that idea to marketing, and learn why it pays to create consumable, snackable content.

  • The Five Rules of Great Radio: Rule 3 [Video]

    Video

    CONTENT TYPE: Video | TOPIC: None

    Stories are what language is built around. They make people lean forward and listen. And if you want your marketing and advertising to be much more engaging, use storytelling.

  • The Five Rules of Great Radio: Rule 2 [Video]

    Video

    CONTENT TYPE: Video | TOPIC: None

    Quick! Recite the first five billboards you saw on your drive to work this morning. You don't remember, right? OK, how about the first three headlines you saw on your favorite news source? Nope? OK. One last chance: Name one commercial you saw on TV last night.

  • The Five Rules of Great Radio: Rule 1 [Video]

    Video

    CONTENT TYPE: Video | TOPIC: None

    This article and video are the second in a series that lays out some best-practices not only for radio in a digital age but also for marketing and advertising generally.

  • New Ground Rules for Radio in the Age of Social Media [Video]

    Video

    CONTENT TYPE: Video | TOPIC: None

    This article and video are the first in a series that lays out some best-practices not only for radio in a digital age but also for marketing and advertising generally. Many of the principles that the author discusses can just as appropriately be applied to email or social media marketing—or, for that matter, direct mail and TV commercials.

  • Seven Tips for More-Profitable Direct Mail in Today's Economy

    Article

    CONTENT TYPE: Article | TOPIC: None

    If you create or manage direct mail programs, the current economy probably has you pulling your hair out. Now is the perfect time to get back to basics and remind yourself of the following seven core principles of direct marketing.

  • Human vs. Machine: Clash of the Translation Titans

    Article

    CONTENT TYPE: Article | TOPIC: None

    Humans or machines—which are superior these days? Both human and machine translation can be used when taking marketing content global. Learn three translation techniques—and when to use them.

  • Get It Right When You Write (or Speak): Three Commonly Misused Words

    Article

    CONTENT TYPE: Article | TOPIC: Writing

    In all your business communications, you want to put your best foot forward—and that calls for careful writing. Careful writing enhances your credibility, so avoid making these common errors and keep your copy clean.

  • 'Don't Tase Me, Bro!' Or, How I Got an Engineer to Write a Whitepaper

    Article

    CONTENT TYPE: Article | TOPIC: None

    For some of us writerly types, content comes easy. But extracting copy from others is like pulling bad teeth. But it needn't be. Use these winning strategies to unleash the inner writer in even your most reluctant team members.

  • Thirty Ideas to Help You Tackle Blogger's Block

    Article

    CONTENT TYPE: Article | TOPIC: None

    A corporate blog can be a key component of any marketing strategy. It can help generate leads, demonstrate a customer-centric culture, and engage your audience. Here are 30 ideas for creating a well-rounded corporate blog.

  • Five Proven Ways to Increase Email Subscriptions

    Article

    CONTENT TYPE: Article | TOPIC: None

    Gaining access to your prospects' inboxes is one of the most important things you can do. Building a solid email list of leads is the best way to grow your business, but just how do you get people to subscribe?

  • Sales-Letter Magic: 10 Tips for Writing Letters That Sell

    Article

    CONTENT TYPE: Article | TOPIC: Writing

    Sales letters are powerful selling tools. They are a simple, direct way to generate sales leads and orders. But for many businesspeople, they present a daunting writing challenge. Use these 10 tips to write a winning sales letter.

  • Worst-Practices: Anatomy of an Awful Ad

    Article

    CONTENT TYPE: Article | TOPIC: None

    When I saw this ad, I thought it was a joke. A parody, a satire, a lampoon... anything but what it really is—totally legit and serious. If ever there was a marketing message completely unaware of the modern zeitgeist (and offensive), this ad is it! Here's what not to do when creating your next ad.