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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 …

Why be so Secretive About your B2B Customer Experience?

If you are in B2B and your products or services are not 100% unique, you have a customer experience business – that’s it. You might be in accountancy, law, IT, telecoms or just about anything else. The reality is that there are dozens (or possibly more) competitors that your customers or prospects could find in …

What do you Want from Customers? Satisfaction, Loyalty, or Something Else?

The desire to measure customer satisfaction consumes budget and energy in many many businesses. I often wonder why. Businesses also talk a lot about customer loyalty. And I wonder whether they are clear about what they mean by loyalty and what they expect. Study after study shows that response rates from customer satisfaction surveys are …