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• The Sound of Business (Part 2)Jerry Bader
  In a world of mental clutter, information anxiety and narrow attention spans, your Web voice could become the next big weapon in Web media presentation and marketing. So how do you ...
  Logos, Positioning, Videos, Websites, Writing
• Marketing Challenge: Ducking Presentations That BoreHank Stroll
  You're sitting on a hard chair, constantly shifting position, trying to get comfortable. The speaker doesn't keep your mind off your discomfort, since he is reading precisely exactly what's on ...
  Marketing Challenges, Public Speaking, Writing
• Why is Corporate Communications Viewed as Fluffy?Gerry McGovern
  In many organizations, corporate communications doesn't get a lot of respect. Why is that? And more importantly: How can you change it?
  Metrics, Targeting, Website Design, Writing
• How to Create Stronger Value PropositionsJill Konrath
  To get customers to consider a change to the status quo, you have to give them a good reason. A really good reason. They need to know about the tangible business ...
  Benchmarking, Customer Engagement, Market Research, Metrics, Value Propositions, Writing
• The Secret to Great Marketing Research: Ask the Right QuestionsRobert Kaden
  After conducting thousands of marketing research studies and asking hundreds of thousands of questions, the author has come to understand one thing: There are no bad questions, only irrelevant ones. ...
  Market Research, Marketing Tips, Targeting, Writing
• How to Write an Effective Case StudyRichard Arkle
  A case study provides the opportunity to communicate the benefits that your product or service delivers, in the form of practical experiences of a user organization. This is so much ...
  Case Studies, Collaboration, Writing
• How to Identify the Right Copywriter for YouJonathan Kranz
  For many organizations, 'tis the season to shop for talent, especially copywriters. But it's awfully hard to look beyond the exterior to identify the talent who will really work for ...
  Copywriting, Hiring Outside Resources, Writing
• 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
• Why Not Guarantee Professional Services?Mike McLaughlin
  Professional services marketing literature is full of claims about the quality of offerings and dedication to client results. Without a guarantee to back up those words, though, clients just perceive ...
  Marketing Smarter, Services Marketing, Writing
• Prove the Value of Your Content With NumbersGerry McGovern
  Content management has been a fuzzy, poorly respected discipline within many organizations. Its related discipline, communications, is often seen as peripheral and non-strategic. But the truth is, there are quantifiable ...
  Lead Generation, Metrics, Web Content, Websites, 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
• Write Captivating Case Studies in Three Simple StepsJonathan Kranz
  You can think of the case study as a cross between the testimonial and the business article. Like the testimonial, the case study features a satisfied customer who "speaks" on ...
  Case Studies, Measurement, Writing
• Don't Bore Me With Your BlogSusan Solomon
  What's wrong with most blogs? They're too chatty. Too rambling. They lack passion. If you're going to blog, become an expert on something. This is especially important for blogging in the ...
  Blogging, Creativity, Thought Leadership, Writing
• Humor in PR: Can You Hear Me Now?Kathy Klotz-Guest
  High-tech suffers from terminal seriousness. It's an insidious problem, and it means that most tech companies fail to take advantage of opportunities to stand out. Over 80 percent of everything ...
  Brand Awareness, Creativity, Press Releases, Public Relations, Writing
• Marketing Challenge: 7 Ways to Super ContentHank Stroll
  This week, read your answers to the previous challenge: What are the top secrets to creating great online content? Also this week, solve this problem: How does a speaker go ...
  Marketing Challenges, Web Content, Web Copy, Websites, Writing
• Staying Top of Mind (Without Being a Pain in the Neck)John Doerr
  The client relationship built on a strong foundation of constant, varied, and sincere communication has less of a chance of being pushed aside when someone new comes along or happens ...
  Customer Relationships, Thought Leadership, Writing
• Five Ways to Improve Your Web Copy ImmediatelyJonathan Kranz
  In the literary world, "good writing" may be notoriously difficult to define. But on the Web, good copy has two clear, easily understood objectives: It elevates your search engine rankings, ...
  E-Commerce, Keywords, Lead Generation, Web Copy, Writing
• Case Study: How to Beat the Spam FiltersKristie Tamsevicius
  Between getting caught in spam filters or being blocked by ISPs and disappearing in the sheer volume of email that's out there, it's tough to guarantee that your newsletter actually ...
  Case Studies, Email Deliverability, Newsletters, Permission Email Marketing, Writing
• The Product Called PRMichael Fischler
  Examine your press initiative. Do you know your marketplace, and know how to reach each member of it? Are you continually building trust? Are you delivering only what people need, ...
  Press Releases, Public Relations, Targeting, Writing
• Whose Blog Is It Anyway?Susan Solomon
  There are many approaches a company can take to blogging, each of which has its strengths and weaknesses. A blog written by top management, for example, has the potential of ...
  Blogging Strategy, Corporate Blogging, Writing