Writing

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• Marketing Challenge: Three Ways to Score With Downloadable ProductsHank Stroll
  This week: Many businesses have succeeded in selling products online in the form of e-books, e-reports and other downloadable content. Of course, it's not as simple as posting the product ...
  Marketing Challenges, Newsletters, Online Marketing, Thought Leadership, Websites, Writing
• Five Negative Thoughts That Can Sabotage Your Writing (and How to Shake Them)Daphne Gray-Grant
  Have you ever reached for a brownie when you were trying to lose weight? Or stayed in bed when you intended to go to the gym? Or put off paying ...
  Marketing Inspiration, Marketing Smarter, Writing
• Books: The New PremiumJody Costa
  Every time the tradeshow season rolls around, marketers ask themselves the same old question: how can I tap into the special sales markets without using last year's hats, bags, Frisbees, ...
  Marketing Challenges, Marketing Inspiration, Writing
• Six Ways to Turn Techno-babble Into Commanding CopyJonathan Kranz
  For marketers, technologically sophisticated products and services pose a special problem—translating the technical talk that engineers love into the plain talk customers need and will act upon. From the depths of ...
  Creativity, High-Tech Marketing, Writing
• E-books: A Hip and Stylish Younger Sibling to the Nerdy WhitepaperDavid Meerman Scott
  Done well, e-books deliver authentic thought leadership, branding an organization as one to do business with. Here are some examples of successful e-books to get your creative energy flowing....
  Press Releases, Social Media, Thought Leadership, Websites, Writing
• The New Rules of PRDavid Meerman Scott
  Creativity, Customer Engagement, Keywords, Landing Pages, Press Releases, Public Relations, Writing
• Seven Steps to Writing Copy Your Market Will Actually Want to ReadDaphne Gray-Grant
  In a classic "New Yorker" cartoon, a man approaches the pearly gates. Saint Peter, greeting the new arrival, gestures to a sign saying "Birth, Death & Beyond" and comments, "Actually, ...
  Copywriting, Creativity, Customer Engagement, Writing
• Copy and Content: Avoiding What's FamiliarNick Usborne
  Sometimes, copywriters and content writers write in clichés. They say things like, "Company X offers an integrated end-to-end solution." To a reader, the line has barely any meaning, and certainly no ...
  Copywriting, Email Marketing, Writing
• 10 Tips to Help Your Blog Soar in the Search Engines (Part 2 of 2)Stephan Spencer
  Blogging is one of the hottest trends on the Web. Whether yours is an individual blog, a group blog, a character blog, or a CEO blog, there's no doubt that, ...
  Blogging, Marketing Tips, Search Engines, SEO, Writing
• How to Create a Successful Business Blog: 9 Steps to ImplementingBill Comcowich
  This second article in a series focuses on implementing a successful business blog. It dissects the steps of selecting development tools, working out a content plan for launch, making a ...
  Blog Comments, Blog Monitoring, Corporate Blogging, Writing
• Give Away Your Research—Win Valuable PR and Marketing PrizesJonathan Kranz
  Marketing research isn't just a way to collect opinions, measure awareness, or test positioning statements any more. Packaged correctly, your research itself can be your message. You can turn your ...
  Market Research, Press Releases, Public Relations, Thought Leadership, Writing
• Beware the Stealth InterviewBL Ochman
  Thanks to the time constraints and laziness of both traditional journalists and bloggers, you may be quoted in a story (sometimes at length), without having been interviewed—the victim of a ...
  Blog Comments, Google, Press Releases, Search Engines, Web Copy, Writing
• How to Write an Effective Survey Questionnaire (Part 1)Robert Kaden
  Writing an effective questionnaire is not a task for novices. At the very least it requires an understanding of four basic issues.
  Surveys, Targeting, Writing
• Not Just Sweet Nothings: Writing Words of Love to Your CustomersJonathan Kranz
  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 ...
  Customer Engagement, Sales, Web Copy, Websites, Writing
• Marketing Challenge: When It's Best NOT to BlogHank Stroll
  Blogging is ubiquitous. Marketing experts, the media and the influx of books on business blogging give the impression that we should all do it, or be thinking about doing it. But ...
  Corporate Blogging, Marketing Challenges, Writing
• Five Surefire Content Ideas (When Your Blog Is Drawing Blanks)Jonathan Kranz
  So you've created a Web log to communicate more intimately and more frequently with your audience. It's supposed to be easy. After all, the technology is simple, the style casual ...
  Blog Comments, Blogging, Targeting, Writing
• 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
• Successful PR: It's All About Understanding the MediaJerry Fireman
  Just as understanding the requirements of your market is important in selling a product or service, understanding the needs of the relevant media is critical in a successful public relations ...
  Case Studies, Hiring Outside Resources, Public Relations, Targeting, Writing
• What You Should Know Before Calling a ResearcherGarry Upton
  Although companies have for years relied on marketing research to better serve customers and identify new markets, the way they are seeking research today has changed. For those of you who ...
  Hiring Outside Resources, Market Research, 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