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 ...
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 ...
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
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 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
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?
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 ...
