3 Ways to Personalize Your “About Us” Page

Of all the pages on your organization’s site, About Us is probably the windiest. If you really want visitors to know something about you, be smarter than that. Do you ever look at the About Us pages of other organizations? Have you ever seen a good one? What if you put some real thought into […]

Before You Load It into the Email Cannon, Read It!

When your marketing copy ends up in unintended places, make sure it doesn’t embarrass you. If it’s not good enough to be caught anywhere, it shouldn’t be your copy. I subscribe to Fierce Wireless. Every day, they send me a free newsletter with wireless industry news. Big names – Cisco, Ericsson, AT&T, Nokia – sponsor […]

Website? We Don’t Need No Stinkin’ Website*

Marketing without the Web? Who does that? Who can be profitable without generating content and hanging it out on the Internet? A lot of small businesses can. Can you imagine business life without a Web presence? How would you tell your story and do content marketing? How would new customers find you and existing customers […]

3 Ways to Avoid Being a Keyword Basket Case

Your keyword basket contains the terms people use most frequently to find you. Be sure to share it with your marketing communications writers. Have you spent time and/or money researching the terms that people use to find your blog and Website, your “keyword basket?” Do you realize that you can pump these terms into the […]

Q: When is a White Paper Not a White Paper?

A: When you’re clever enough to get leverage from the content in other formats and forums. I was pleased to see that client Xiam Technologies was making excellent (re-)use of their white paper, “Make It Easy on Me – 3 Ways Operators Can Use Personalization To Give Customers What They Want On The Mobile Internet,” […]

Wit in Corporate Writing? 3 Places to Try It, and Lots of Places to Avoid It

Before you try to write witty corporate or marketing content, know your ideal reader intimately. Otherwise, don’t even bother. Witty? Says who? Well, that’s really what it all gets down to, then, isn’t it? Who says your writing is witty? And who gives him/her the authority to judge it? “Give me a place to stand, […]

Back to the Barre – Write Decent Web Pages

Social media has been front and center for most marketing managers this year. Don’t overlook basics, though: You still need decent marketing communications writing on your Web site. The folks at MarketingProfs do a magnificent job of conducting webinars and providing material for marketing managers. For about $200/year, you can have your fill of very […]

Search Engine Optimized or Ideal Reader Optimized?

“Search engine optimization” is the mantra of the day. You’re nowhere if you’re not on page one of the search engine results for the keywords your customers are using, and an entire cottage industry – SEO copywriting – is growing around optimizing your content for search engines. What about optimizing your content for your Ideal […]

“This Paper Is a (Keyword) Basket Case.”

Did you know that they talk about your content in the Bible? Really. “No one, after lighting a lamp, puts it away in a cellar nor under a basket, but on the lampstand, so that those who enter may see the light.” -Luke, 11:33 When you hire a writer to tell your story, do you […]