Archive for the ‘Content Marketing’ Category

First Step in Beating the Competition? Figuring Who They Are!

Tuesday, June 28th, 2022

Customer reviews, client reviews, best PR firm, public relations, content marketingIdentifying the key benefits that answer the question of WIIFM (“What’s in it for me?”) for your customers and prospects, the first step in writing compelling copy. The second is positioning what you have to offer relative to what your competition has to offer.

In considering your competition you need to (more…)

When You Make It All About You, You Lose

Tuesday, June 21st, 2022

Whenever I’m called upon to offer a critique on or advice about a company or consultant’s copy – whether it’s on a web site, in a brochure, an ad, a blog, or whatever – the first thing I do is read through the copy to see whether the focus is on “we/me” or “you/your.” Most of the copy I look at is the former. A quick, easy and relatively painless way to improve it (more…)

You’re Using LinkedIn the Wrong Way—Here’s What We Recommend Instead

Tuesday, June 7th, 2022

social media marketing, how to use linkedin, twitter, facebook and other channels to achieve marketing results

I’ve had a LinkedIn profile since 2009. It has become the top source of referrals for my content marketing and marketing consulting services. Not because of the “brilliant” posts I share. Not because I get tons of likes and shares. Not because I write clever copy.

So how have I successfully leveraged LinkedIn to generate leads—and new clients—consistently? (more…)

Unless Your Customers Are Like You, You Shouldn’t Treat Them Like They Are

Thursday, June 2nd, 2022

Over the years I’ve noticed a dangerous tendency—among myself and others—to assume that we “know” our customers, or target customers. Because we think or believe something, we assume that—of course!—others think or believe as we do. They don’t.

This was driven home to me a while ago as my husband was watching the MLB All-Star Game.

“Great!” I said—”this must mean the baseball season is over!” No, he assured me — only halfway over; still about 80 games to go. “Good grief! Who in the world wants to watch that much baseball?!! How can the networks possibly afford to keep broadcasting these things?!?!?!”

And then it hit me. (more…)

What Is Verisimilitude?

Tuesday, May 31st, 2022

Years ago I was fortunate to be able to work with one of the true gurus in the field of direct marketing copywriting—Herschell Gordon Lewis. A marketing genius, a horror-film writer! (he’s actually known for creating the “splatter film” sub-genre of horror, according to Wikipedia)— (more…)

How Can You Find the Right Focus For Your Marketing Messages?

Friday, May 13th, 2022

A prospective client contacted us recently wanting to produce a white paper to serve as a promotional tool. The white paper needed to include: a focus on the new national campaign theme, a focus on the new local campaign theme, a focus on the areas served, a focus on the organization’s new direction for the coming year, a focus on…OK, hopefully, you get the point.

If you focus on everything, you’re focused on nothing!

It’s tough to focus. Any organization has multiple objectives and messages that need to be conveyed and there can be a tendency to try to “do it all” in one message. The trouble with that, though, is (more…)

What Are the Best Tips for Writing Great Copy?

Monday, May 9th, 2022

Whether you’re writing a brochure, copy for a newspaper ad, a script for a radio announcement, or a page or blog for your website, there are some tried and true techniques that can help you make sure that your copy gets the results you’re looking for.

Think about writing copy as making a sales pitch to a customer. Your goal is to persuade that customer to do something – most likely to purchase your product or service. Here’s how: (more…)

Best Practices for Hiring Agencies, Contractors, and Freelancers

Wednesday, May 4th, 2022

There comes a point in the life cycle of many businesses when advertising needs outgrow the “homespun” and it’s time to call upon the services of a professional agency or consultant. Even small businesses can benefit from the third-party perspective and marketing savvy that experts can offer. There’s a misconception that agencies are too expensive for small companies. That’s not necessarily true. What you want, though, is to find an agency that focuses specifically on your needs.

Here are some practical considerations that you should take into account when looking for an agency or individual to help you with your advertising and marketing needs. (more…)

What You Should Be Looking For When Hiring Freelance Talent

Thursday, February 24th, 2022

Throughout my career, I have both been a freelancer, and have worked with various freelancers, initially in my role as director of corporate communications/marketing in the education, energy and healthcare industries and, since 2008, as owner of my own content marketing firm, Strategic Communications.  I have also researched and written a few blog posts on the topic, including input from other sources who have worked with freelancers:

(more…)

How to Choose the Right Social Media Channels to Target Your Ideal Audience

Monday, February 21st, 2022

17877227 – social media

These days it’s probably safe to say that most businesses have a presence on at least one social media channel. In fact, according to a 2021 Entrepreneur article, 97% of Fortune 500 companies rely on social media. The number is probably less for smaller companies, but it shouldn’t be. Social media can be a very cost effective way to raise awareness, generate leads, and build business.

There are a lot of channels out there, though, and not every channel is right for every business – or audience. Just because a channel is getting a lot of attention – take TikTok, for example – doesn’t mean that it makes sense for your business.

(more…)