I'm an industrial copywriter and write sales copy and marketing content for B2B industrial manufacturing companies. Why that field and industry? Well, I have 30 years of experience in the … Click to Read More
How Google Search Saved My Post
I’ve got to admit it; it was a dumb move on my part. I don’t know how it happened, but I lost a posted article on my writer’s site. It was one that I was really fond of and had worked hard to write. But it was gone and I was at a loss for words – pun intended. Let me tell you what happened and how Google saved my bacon this time. But first I need to give you some background. My Wife’s Site on Google For the past two weeks my wife and I had been working on her new sewing business website. The static pages were pretty well finished and we had … [Read more...]
The Seamstress and the Copywriter
"Could you say that again . . . in English this time?" No doubt you’ve heard that phrase before. In fact, I’d imagine that you’ve said it yourself a time or two. I know I have on many occasions. And most of the time, it involves my wife. You see, she’s a seamstress and is quite good at her craft. She’s got the tools to do all kinds of fancy stitches and cool stuff. And she’s always taking classes to improve her skills. Since her sewing room is right next to my office, I often find myself watching her sew, spellbound by her handiwork. … [Read more...]
Give Your Business Prospect a Name
Knowing your targeted business prospect makes writing content and copy much easier. While that’s well known, many copywriters and their clients don’t dig deep enough into their prospects’ overall image. Visualizing the reader makes the finished product even more effective. A worksheet that I use helps build a 3-D business prospect image. Starting with a blank slate, I fill in the blanks until the reader appears as a living, breathing person. This process takes time, but it’s worth it. Building a 3-D model I’m a big fan of science fiction TV … [Read more...]
An Important Part of Your Marketing Strategy
Promoting the Total Cost of Ownership Buying a product or service involves several steps. In fact, it's more of a process than an action. Similarities exist between consumer marketing and business-to-business marketing. However, there are some important differences when marketing B2B. An effective marketing strategy includes explaining the total cost of ownership. What is a Total Cost of Ownership Marketing Strategy? The TCO is easy to define, but hard to figure at times. Simply put, the total cost of ownership includes the net cost incurred … [Read more...]
Online/Offline Copy Differences
Sell More by Getting It "Write" the First Time ~ Many companies, like yours, have built a profitable business – offline. However, they sometimes fall short when trying to duplicate or enhance their efforts online. It’s the same customer-oriented business. They offer the same quality products or services. The information provided online is the same provided in the brick-and-mortar world. So, why aren’t they as successful online? Why aren't their online marketing strategies working? … [Read more...]
Is Your Home Page a GPS or Laundry List?
When you're planning a trip, you will probably use some sort of map to chart your course. You might break out the old paper map or atlas, a rather old school approach. In this digital age, online maps show a clear route from point A to point B, photos included. Of course, built-in or stand-alone Global Positioning Systems make traveling even easier by talking to you, telling you when and where to turn on the fly. The point is that when you need to go somewhere, you must find out how to get there. The easier it is to map a course, the more … [Read more...]
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