When You’re Selling Something Complicated

August 11, 2011

It doesn’t matter if you’re selling a magnetic resonance imaging system or a Mazda. Does it? Sure it does.  The sales process for the MRI is obviously much more nuanced.  The benefits sought are much more complex and so is the actual sales process with its multiple layers of convoluted decision making. But great marketers [...]

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Standing at The Crossroads of Email and Social Media Marketing

August 2, 2011

Email marketers pretty much get it.  To a point. 71% of the top 500 online retailers are now baking social network links into promotional emails and asking for a Facebook like or a Twitter follow. So why does the Silverpop report,  “2011 Top Retailers Study: Benchmarks, Trends and Tactics for Better Marketing” hand out a [...]

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Pouring Proof into Social Media Marketing

July 28, 2011

This isn’t exactly a social media marketing content creation revelation. But it is one those best practices for a freelance copywriter working on a social media marketing campaign that is actually supported with specific data rather than vague opinion. Baking  in user reviews from third party sources. One of the projects I am working on [...]

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When a Professional Markets to a Professional

July 21, 2011

Let’s say you’re a CPA and you are marketing a service to other CPAs.  Or you’re an attorney marketing to other attorneys. You know every aspect of this service… after all, you’re an expert. You know exactly how this service, typically an information product, will benefit your prospective client. You know exactly how the offer [...]

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Landing Pages That Work

July 5, 2011

The first time I wrote a landing page, back in 1998, I put on a clinic in ineptitude. Way too much information Too many confusing paths for the prospect to follow Little or no thought given to what action the prospect was already prepared to take My most recent landing page, which I finished writing [...]

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Social Media Marketing Adventures

July 3, 2011

I’m working on a social media marketing project right now for a group of hotels.  It is a fun project because it’s tough to imagine a more fascinating product. Fascinating because hotel marketing lets a copywriter create and encourage all sorts of different connections between the product and the prospect. We all look for something [...]

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When Hospital Marketing is Nourished with Innovation

June 18, 2011

Just about every marketing director in just about every hospital is wrestling with much the same issue. How to best navigate a marketing plan forward from traditional platforms to digital platforms. Here’s how a freelance copywriter can help. By helping to execute the strategy. The messages, stories and content created for traditional media don’t typically [...]

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From The Nelson Rockefeller School of Copywriting

June 11, 2011

Nelson Rockefeller served as Governor of the State of New York from 1959-73.  He was also America’s Vice President from 1974-77. So, he spent an ungodly amount of time in meetings. Rockefeller once weighed in on meetings with an observation that resonates for copywriters; I am a great believer, if you have a meeting, in [...]

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Can Your Social Media Marketing Pass the Holden Caulfield Test?

May 19, 2011

Here’s the tough thing about social media marketing.  Actually, two tough things. Reality Relevance Making social media marketing real is, well, really hard.  A lot of the stuff we’re exposed to seems designed to bring Holden Caulfield erupting from the pages of The Catcher in the Rye to slap his favorite word, “phony,” on all [...]

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The Dangling Conversation

May 16, 2011

Digital storytelling is tough for a marketer to pull off.  It usually doesn’t work unless we give the user an invitation to participate that clearly explains the payoff. Ideally, this participation includes taking part in a conversation.  But conversations are hard to start and harder to sustain.  That’s one of reasons why digital storytelling often [...]

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