Archive for the 'copywriting' Category
Riddles or offers?
January 20th, 2008Is this a riddle or an offer? I’m still not sure I’ve worked this out… It’s amazing how many sales you can lose if people don’t understand your offer.
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“The new rules of Marketing & PR”…and book reviews
June 23rd, 2007I must admit, when I was first linked to and offered a copy of “The new rules of Marketing and PR” for review, I was more impressed with David Meerman Scott’s clever strategy to create buzz than anything else. I guess it is fair to say that he is “walking the walk” of “the new […]
Billions of dollars in the bank, but no spellcheck
March 9th, 2007Error message from Google Analytics:
Does it matter? Probably not a lot, but dead links on websites and spelling mistakes in error pages do say something. They say: “We don’t care about detail” or “We don’t spend a lot of time on our own web site.”
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30 seconds between success and failure
March 2nd, 2007Rands In Repose: A Glimpse and a Hook
On the surface, this post about writing good resumes has little to do with marketing or branding. But it does. A seasoned hiring manager gives us a crisp overview of how he forms his opinion of an applicant in “the first 30 seconds”.
That’s not a lot different […]
The new war for talent; people who can write
July 27th, 2006In the one corner: customers/prospects (aka people) overloaded with information and communications from an increasing and diverse number of sources. On offer is a few seconds of their attention, then a few more if you can keep them interested.
In the other corner: a fierce competition for these peoples’ time and attention. Capturing it, maintaining it, […]
Success defined by your goals, not someone elses
July 20th, 2006The topic of blogging is not something I spend a lot of time writing about; there are plenty of others that do that a lot better than I could.
Today I read a post by Eric Kintz, Vice President of Global Marketing Strategy & Excellence for HP that talked about something that has puzzled me for […]
More on elevator pitches
June 7th, 2006Will Swayne has a good question/comment regarding my earlier post (April 21) on elevator pitches:
“Hi David - A lot of people I talk to are keen to come up with a great “elevator speech”. I like the idea too but it’s very hard to come up with one that works without sounding too […]
Making an “elevator speech” work
May 21st, 2006Elevator pitches are a key part of most b2b sales and I read a good article by on this topic by Mike McLaughlin a site called “Guerrilla Consulting”
Although this particular article is focused on consultants, the essence of what is an effective answer to the question “so, what does your business do?” is no different.
The […]
Murder communication with a thousand buzzwords
March 18th, 2006I read an article on a site called Marketingtoday.com which caught my eye; it was about the use of meaningless buzz words and management speak in communications. I love this stuff, and it will only get worse I’m sure.
We (and our customers) are comstantly bombarded with communications through an increasing number of channels; email, print, […]
Get to the point; it’s not that easy
February 22nd, 2006Concise is nice. it is also much harder to convey the same message with fewer words.
Everyone gets caught up in all the wonderful new ways to deliver the message, but what about the quality of the message?
How interesting is your message/offer?
How clear and concise is it being communicated?
Apart from the challenge to clearly define what […]
