Author Archive

Tailor Your Sales Message to Every Audience

Tailor Your Sales Message to Every Audience

January 13, 2012  |   Posted by :   |   Copywriting,Corporate Messaging,News,Sales Message,Sales Messaging,Slideshow   |   0 Comment»

Imagine every one of your customers and prospects lined up single file at your desk. Would you describe your business to ...

Playground Marketing: What Comes Around, Goes Around

Playground Marketing: What Comes Around, Goes Around

April 23, 2011  |   Posted by :   |   Copywriting,Young Copywriter Series   |   Comments Off on Playground Marketing: What Comes Around, Goes Around»

Moderator's Note: Here's the second in a series of Young Copywriter guest posts. This one is from our returning champion, Shelby Blanchard Stogner, who specializes in giving a voice to growth-minded companies. She can be reached via the contact form ...

Lessons from Legends: What Grover and David Ogilvy Taught Me About Great Copywriting

Lessons from Legends: What Grover and David Ogilvy Taught Me About Great Copywriting

March 10, 2011  |   Posted by :   |   Copywriting,Young Copywriter Series   |   Comments Off on Lessons from Legends: What Grover and David Ogilvy Taught Me About Great Copywriting»

Moderator's Note: I'm proud to present the first in a series of Young Copywriter guest posts. Our first is from Shelby Blanchard Stogner, who specializes in giving a voice to growth-minded companies. She can be reached via the contact form on ...

The Best Marketing Research Is Free?

The Best Marketing Research Is Free?

February 06, 2011  |   Posted by :   |   Copywriting,Research,Slideshow   |   Comments Off on The Best Marketing Research Is Free?»

You can spend a ton on marketing research--or absolutely nothing at all. Does one approach work better than the other? ...

Digging for Diamonds as a Virtual Research Assistant

Digging for Diamonds as a Virtual Research Assistant

January 23, 2011  |   Posted by :   |   Copywriting,Corporate Messaging,Research,Slideshow   |   Comments Off on Digging for Diamonds as a Virtual Research Assistant»

Do you enjoy doing your own research? Or run from it like the plague? Regardless, you'll enjoy our new guest post from virtual research assistant, Christine Cavaliero (aka 'The Lady in Red'). Her experiences might help guide your own career ...

How Metrics Will Increase Your Corporate Writing Sales

How Metrics Will Increase Your Corporate Writing Sales

An organization's sale message is a moving target: What’s relevant today may be old news tomorrow. Show your client (or employer) how the right metrics will keep the sales message on point. And you'll have a steady income stream that you ...

The New Sales Weapon for Corporate Writers

The New Sales Weapon for Corporate Writers

Ask a marketing director which additional skill she wishes she had, and you'll inevitably hear, "better understanding of finance." Yes, corporate writing friends, CMOs and CFOs everywhere are becoming better friends--because they have to. Welcome to the New Normal of ...

Which Sales Message Works Best: Stats or Stories?

Which Sales Message Works Best: Stats or Stories?

Which approach sells better, from the heart or from the head? Don't answer so fast. The real answer may surprise you. To prove my point, I'd like to share an article from direct response writer John Forde. Take it away, John... ................................................. Carnegie ...

3 Questions Every Corporate Writer Must Answer Every Day

3 Questions Every Corporate Writer Must Answer Every Day

If you can answer these three questions, you'll have a client (or employer) for as long as you want. The answers are the heart of how to build a Corporate Messaging Platform: the system for customizing and consistently delivering ...

How Much Does the Wrong Sales Message Cost?

How Much Does the Wrong Sales Message Cost?

Not too long ago, I was interviewing the marketing director of a $50 billion healthcare company. It has a sales force of several hundred, scattered across America. Making thousands of in-person sales calls a week to hospitals and other healthcare ...