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Your B2B Marketing Needs a Distinctive Voice – Here’s Where to Find it

A brand is essentially an expectation. It goes beyond what you sell and says something about what people can expect when they do business with you. A fundamental part of that brand identity is the tone of voice. A brand voice used consistently across all channels helps to reinforce the expectation. Customers and prospects get …

Marketing Research and Positioning – or How We All Got Trumped

First of all, this is not a post about whether or not Trump is a good or bad president, or whether he is even fit to hold that type of office. You’ll have your view, I have mine. That’s not what this is about. The question that should interest every business is this: how did …

Why You Shouldn’t do Content Marketing

I write marketing content for a living. A large proportion of this is for company blogs and is used in what we’ve come to know as content marketing. So you’d think that I’d be a content marketing evangelist. I’m not. First of all, to be an evangelist for anything you need blind faith. That’s not …

Did Your Web Designer Even Mention User Experience?

Despite what you might think, user experience is not just a buzzword or a way to get you to pay more for a web design. It’s part of good web design – but it isn’t the same thing. As a copywriter I am probably highly sensitized when it comes to UX. I spend a lot …

You’ve Got Three Seconds, Now What Are you Going to Tell Me?

I have just landed on your home page. You now have less than three seconds to hook me and get me to stay. What are you going to say to me? I can’t tell you what it should be. Not without learning much more about your business and your customers. But I can tell you …

Shout as Loud as you Like, Nobody’s Listening

When the pipeline of good leads and prospects starts to dry up, businesses reach for the megaphone. This is a metaphorical megaphone, of course. It’s the one that blasts marketing messages through PPC, social and direct channels. More volume means more attention, right? But what if you’re not shouting things people want to hear? What …