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• MP Classic: Three Steps to Great CopyNick Usborne
  In this MP Classic, originally published in 2002, Nick Usborne debunks the notion that the secret to good copy is using certain words or phrases. Saying as much suggests "that ...
  Copywriting, Customer Engagement, Email Marketing, Marketing Tips, Print Collateral, Web Copy
• How Agencies Reach Potential ClientsBill Colbourne
  Each year, we ask decision-makers at a group of 100 leading brands: "At pitch, what are the specific reasons for choosing one agency over another?" In the latest results, "good chemistry" ...
  Advertising, Branding, Direct Marketing, Hiring Outside Resources, Print Collateral
• How Companies Can Rise Above the 'Competitive Bakeoff'Tim Riesterer
  Do your marketing and sales communications perpetuate the head-to-head competitive bakeoff? Or does it equip and enable your sales people to participate earlier and more effectively in the customer buying ...
  Collaboration, Customer Engagement, Marketing Tips, Print Collateral, Writing
• An Insider's Guide to Creating Podcasts - Part 2Lisa Johnson, Cheri Hanson
  Podcasts are an excellent way to share your latest findings and juiciest developments in a medium that's engaging, fun, and portable. If you're thinking about podcasting, here's the second installment of ...
  Customer Experience, Marketing Tips, Podcasting, Print Collateral, Women
• Want Better Sales Copy? Take a Tip From Zig ZiglarErnest Nicastro
  In his keynotes and recordings, world-class motivational speaker and sales trainer Zig Ziglar often talks about the importance of having meaningful, specific goals. And he'll drive home his point with ...
  Print Collateral, Sales, Writing
• Six Ways to Prepare Better Collateral for Sales TeamsJonathan Kranz
  Collaboration, Creativity, Lead Generation, Marketing Tips, Print Collateral, Sales
• Launching Your Product: Seven Marketing 'Musts'Gwyneth Dwyer
  Whether your launch is for an entirely new product or for a line extension, these seven marketing communication musts will put you on the path to success.
  Collaboration, Logos, Naming, Print Collateral, Product Marketing, Value Propositions
• Five Steps to Connect Marketing to Sales, and Sales to Financial ResultsSherri Leopard
  Increasingly there's a new priority emerging for marketers, and that is sales acceleration: Finding disciplined and repeatable ways to move existing customers as well as prospects from "why?" to "buy"—more ...
  B2B Marketing, Collaboration, Customer Relationships, Lead Quality, Metrics, Print Collateral, Sales, Targeting
• The Most Overused Word in Technical MarketingWendy Gibson
  As tech marketing experts, we have a responsibility to communicate what our product is and what it does—early, and often. If within our array of marketing material we can successfully ...
  Print Collateral, Product Marketing, Writing
• Eight Killer Alternatives to Crummy CollateralJonathan Kranz
  Is there a better way to support sales? Is there something you can leave with prospects that's just a bit more memorable—and more effective—than the standard brochure with its forced ...
  Creativity, Customer-Centric, Print Collateral, Thought Leadership, Writing
• How Marketing Should Communicate (So Sales Will Listen)Alison Chandless
  Let's face it, sales people are notoriously hard to impress—even when you can get their attention. They tend to be very opportunistic learners; they want information when they need it, ...
  Collaboration, Creativity, Customer Engagement, Podcasting, Print Collateral, Sales, Social Media
• What Every Marketer Must Know About Risk and LiabilityChetan Saiya
  Compliance, corporate governance and recent legislation such as Sarbanes-Oxley are nothing new to corporate executives who run the risk of exorbitant fines and even jail time for failing to conform ...
  Chief Marketing Officer, Collaboration, Direct Marketing, Marketing Operations, Print Collateral, Targeting, Websites
• Recall Ability: Web Content Versus Print ContentGerry McGovern
  The Web is not a great place to win hearts and minds. It is not a great place to convince people to do something they did not come to the ...
  Google, Measurement, Print Collateral, Web Content, Websites
• Effective Marketing Copy: It's Not Just About BenefitsMike O'Sullivan
  You've heard it many times: If you want your marketing materials to do their job, you have to stress benefits, not features. Ultimately, your target readers don't care about what ...
  Print Collateral, Sales, Writing
• Steps to Writing Sales Literature That SellsStephanie Janard
  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 ...
  Customer Advisory Programs, Print Collateral, Targeting, Word-of-Mouth, Writing
• Why White Papers Make for Great Marketing CollateralManoj Aravindakshan
  If there has been one constant in the ever-transient paradigm of marketing on the Internet, it is that "content" is the key to attract a steady stream of the uninitiated ...
  Brand Awareness, Print Collateral, Public Relations, Websites, White Papers
• Defining Roles of the Product Management TeamGabriel Steinhardt
  The role of a product manager is challenging, complex and often misunderstood. But properly defining and structuring the roles and responsibilities of the product management team enables the team members ...
  Collaboration, Market Research, Positioning, Print Collateral, Product Management, Product Marketing, Sales
• SWOT Team: 'Tis the Season for B2B?Hank Stroll
  This week, add your two pesos to the dilemma: If you're a service business or sell a more complex product, is it still possibly to take advantage of the holiday ...
  Branding, Case Studies, Marketing Challenges, Print Collateral, Small Business
• Marketing Is ListeningMichael Fischler
  Marketing is all about the same thing: understanding the marketplaces and letting them know that you understand them. But are you listening, or, like most companies, talking?
  Market Research, Positioning, Positioning Statements, Print Collateral, Sales
• How to Launch With ImpactAlison Chandless
  Launch teams often focus their tools and training on communicating product knowledge and features, rather than communicating a solution’s strategic value to your customer.
  Collaboration, Print Collateral, Product Marketing, Sales