Copywriting

A B2B Email Pre-Flight Checklist – B2B Marketing Article

Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative. Part of that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an email marketer should ask, prior to pressing “send,” to ensure that a campaign aligns with current best practices and therefore stands the best chance of success. That list is reproduced below along with additional commentary: Is there an offer?  Is that offer…

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How to Write Your CTAs to Fit Your Campaign – Email Marketing Article

You’ve planned and created your best email campaign yet and you’re excited to hit “send.” Now, before you do, ask yourself this question, “Did I remember to include an actionable CTA?” We don’t mean a simple “buy now” CTA. If you want your CTA to be truly effective, you must know how to write your CTAs to fit your campaign. Common CTA strategies include “Buy now!” or “Visit today!” However, to make your CTA truly stand out, you need to…

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Are You a “Megaphone” Email Marketer? – Email Marketing Article

Think of your email list like a group of people you’ve invited over to your house for dinner. They’ve RSVP’d “yes” because they’re interested in what you’ll serve them and what they’ll learn from being there.  Now, do you stand at the head of the table with a megaphone and tell them all about you and your business? Holler about all the amazing promotions you’re running? Do you let anyone else at the table speak?  Or do you engage your…

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Do I really need a blog? – BBN – B2B Marketing Article

Did you know that almost 50% of buyers read 3 to 5 pieces of content before reaching out to you and consider a purchase?That’s right, because today, you can access a plethora of good content with the simple click of a button. Whatever question you have, how specific or complex it might be, type it into Google and you get a huge number of companies ready to help you with answers and good advice. But how will they find you…

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15 wicked good Halloween Facebook post ideas – Marketing Article

Looking for Halloween marketing ideas? Facebook is a fantastic way to reach customers with targeted messages that endear them to your brand and motivate likes, follows, shares and sales. If you’re not sure which posts will spur engagement, you’re in the right place. Get started with the following 15 wicked good Halloween Facebook post ideas. 1. Photo contests Halloween photo contests are one of the easiest ways to earn tons of social shares for your brand. Start with a killer…

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Does Your Marketing Copy Have Earfeel? – Marketing Article

  Each line of copy on your websites and in your advertising should have a job. That job may be to help communicate the value proposition. Or it may be to reduce anxiety. But don’t let the necessity of function blind you to the importance of form in the headline. At the end of the day, it is communication. And so your copy needs a certain earfeel. After all, great advertising and branding doesn’t just get a point across. It gets the…

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How to write SEO blogs that work? – BBN – B2B Marketing Article

What should you write about? Where do you find inspiration? How will people find and read your blog? And how do you attract new customers with it? If you’ve ever found yourself pondering any of these questions, this blog post is here to help! Read on for a step-by-step guide on how to create a successful SEO blog.   Writing blogs helps your business grow What is blogging? A blog is a space where you regularly publish and promote new…

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Effective messaging that’s relevant to your audience. – BBN – B2B Marketing Article

When engaging in conversations that are meant to be persuasive or to influence your listener’s actions (for example, a sales pitch, an email campaign, or a call to action), your goal should be that your listener both receives and retains your message. The first step in achieving this is to tell them what they need or want to hear, not simply what you want to say. This is also true, and fundamentally more urgent, in a crisis communications situation. It’s human nature…

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Why this Webinar Invitation Works – B2B Marketing Article

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative, so it’s good to see at least one B2B company get it right. Here’s what I think makes this an effective campaign: * The offer is front and center. I know immediately, at a glance, without scrolling,…

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