In this blog I share some tips and tricks for getting your audience to click your call-to-action…
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35 lessons from #CopyCon20
In just 5-minutes you can learn 35 things from #CopyCon20 without losing a day’s work attending the event…
Read MoreTone of voice: there is a way to say it!
We are inherently motivated by ‘loss aversion’ rather than ‘potential gains’. Which is unfortunate because it paves the way for excessive scaremongering, where companies are trying to encourage their customers to buy based on fear.
Read More2x examples of how to respin thought leadership content
A white paper is never ‘just’ a white paper.
Every piece of content can be repurposed, so look beyond the format to see the words and messages within. Once you know the essence of what you have to say, it’s just a case of respinning it to engage your audience in a new way.
Read More3 ways to create a strong competitive differentiator
So what do you want to be famous for?
A simple enough question, but the answer might not be what immediately springs to mind.
Read More5 reasons we struggle to build 3x pipeline coverage…and how to overcome them
It was about a year ago when I was sat in Newbury town centre having coffee with an old boss when he said to me:
“There are always 3 things on a CEO’s mind – time, team and money.”
At the time I thought, “Surely there’s more?”. But when you investigate the pains a business feels, it always points back to one of these 3 core challenges.
Read MoreRespinning, repurposing, reforming and republishing content
So what’s the difference? In essence we’re looking at taking existing content and turning it into something different to give it a new lease of life. And while respinning, repurposing, reforming, republishing content may all sound like the same thing, there are subtle differences that when employed correctly can have a big impact on your marketing efforts.
Read MoreWhen it comes to content, what’s the difference between ‘solutions’ and ‘requirements’?
Absolutely nothing – they’re both completely meaningless words and yet I see countless IT and tech companies, intent on stuffing them into their copy at every opportune moment.
I remember being at university, sat in the dimly lit lecture theatre as my tutor delivered a class on strategic marketing management. He shared this little nugget with us:
“You should use the word ‘solution’ whenever you can because it can mean anything.”
Read MoreWhy I’m tired of marketing fluff
Urgh. It’s exhausting. Day-in, day-out I spend hour-upon-hour reading marketing bluffery. And my reasons for reading it are probably different to yours. When you choose to read promotional content it’s probably because you’re looking to purchase. For me, it’s usually because I’m researching a topic for a client project, which means I’m reading what’s in the media, what the analysts are saying, what their competitors are saying… And because my reasons are different, it means I’m forced to read to the end, while you can stop any time you choose.
Read MoreWhat makes a good subject matter expert?
When I started my career, I’d never heard the term ‘subject matter expert’ before. I guess it’s one of those lovely business jargon phrases that means everything and nothing.
And then working for a marketing communications agency I was suddenly exposed to plethora of specialists who had crazy in-depth knowledge in a particular area…
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