They probably are—at least some of the right questions, before beginning a new website or other marketing project. What are you selling? Who is your audience? What do you hope to achieve? What do you want to include? What are your product benefits? The problem would...
Today’s awesome screen devices let us connect, communicate and market ourselves at, literally, the speed of light. Plus there’s an ongoing tsunami of innovations to help us interact even better, in the ‘second life’ that we all live online. Let’s peel our faces from...
How do you get busy, distracted web visitors to stick around and read what you have to say? Here are the bits and pieces that’ll help you get under their skin to make a lasting impression. It’s like an entire web copywriting course condensed down to one...
Your promotional copy tells buyers what’s clearly in their best interest. But these days, every sell is a tough sell, so they move along anyway. Now add one of the following brief sentences and you just might stop them in their tracks. In fact, try reading the...
The tendency is a natural one. We figure, it’s our company, so of course our tagline should be about us, right? If, say, we owned a burger joint, maybe we’d come up with something like, “Burgers individually prepared to the customer’s order.” It reveals a product...
Are you familiar with the term “negative ROI”? It means the money spent on, say, a marketing campaign is less than the money earned from it. There are all kinds of reasons for this unfortunate phenomenon. But one of the biggies often seems to be the struggle of...
In a recent blog post, web designer and social media specialist Judi Knight offered an intriguing tip regarding email newsletters. She said, “People want to know what new things you have to offer, but these messages should be offerings of love and connection rather...
Well, at least not in the initial stages. Why? Because although web designers might list a completed site as a “deliverable,” in the big picture, we’re not developing sites for their own sake. Let’s keep things in perspective: websites, like any marketing medium, are...
“Honey, look, this cordless phone has little wheels, and it’ll drive over to me on the couch if someone calls.” “Big deal. THIS phone manufacturer says they’re committed to a tradition of service excellence. PLUS they’re proud of...
1. After an exhaustive search online, finally finding the crucial file I need to download, accompanied by the alert “downloading this document may harm your computer.” 2. Looking up and realizing I just spent six and a half hours looking for the perfect image to go...
