Tailor Your Sales Message to Every Audience
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
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
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?
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
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 ...
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 ...
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 ...
Corporate Writers: It’s Time to Reinvent the Wheel
The profession of corporate writing is broken, and we have no one but ourselves to blame. True, we're charged to do more work than ever before, in less time and with fewer resources. But our response isn't working. Instead of ...
Why Writing is the Last Thing A Corporate Writer Should Do
Funny thing about strong copywriters: They can tell a good story--even when there isn't one to tell. In years past, I've been guilty of this myself: writing copy without a messaging strategy in place first. As a result, I was trying ...
Part II: Experience is the Enemy of Corporate Writers
Recently, I claimed that placing too much value on industry experience can do a corporate writer more harm than good. And I called into question the practice of some companies that hire corporate writers based solely on industry experience. Which begs ...
