marketing communications

Are our calls to action too demanding?

23rd June 2016 | Posted in Content creation

Yesterday we took the day off and drove down to the coast. By the time we got there I was fighting an impulse to pull over, knock on various strangers’ doors and complain that their attitude was patronising, over-bearing and downright out of order. I totally admit that would have been a complete over-reaction. But […]

The style of a call to action affects people's decisions

What is a call to action in marketing communications?

7th June 2016 | Posted in Marketing communications

Despite having been asked to write hundreds of calls to actions, I can’t get that initial vision of half a dozen marines charging around an assault course out of my head. Take a few seconds to remove that thought and let’s move on. Actually a call to action is simply telling your customer what you […]

Calls to action in marketing communications

Skills for a customer magazine

2nd June 2016 | Posted in Marketing communications

You’re putting together a high-quality customer magazine that you’ll use in print and online as a pdf download. It’s going to include informative articles – perhaps some case studies, hints and tips, and maybe some advance product details. You want it to be something your current and potential customers will find of value. You’ll need […]

Creating customer magazines

Making every word of your email promotions and newsletters really work

16th May 2016 | Posted in Marketing communications

You want to send out an email campaign or a newsletter to attract prospective or current customers. You know you’ve got a reason for doing it (don’t you?) but what else can you do of value that doesn’t completely confuse the reader? Let’s look at the various components you can include in your email message. […]

Why modesty makes it hard for smaller businesses to write their own words

15th March 2016 | Posted in Small business

You may say this is a sweeping claim – but most people who are selling their own services struggle to write their own promotional copy. Or, quite often, they can write it, but they can’t publish it. Why? I’ve been copywriting for businesses of all sizes for well over 20 years and I’ve seen patterns emerging. […]

Marketing writing for small businesses

If brands need to be transparent, why pretend about who you are?

17th September 2012 | Posted in Branding

Social media is making business honest, whether it wants to be or not. There are far fewer places to hide. Anyone in any way associated with your brand – customers, employees, partners, competitors, leaders – all have something to say. Disaffected stakeholders can blow the whistle on a company about anything, any time. From a […]

What you need to check on your web copy

28th August 2012 | Posted in Web content

There are still plenty of people in the world who will think less of you and your business if your web site doesn’t read well. So here are a few things to check before you press publish – and again after you have. Are you a “we” or an “I”? Tricky one for anyone who’s […]

White papers make sales – official

13th October 2009 | Posted in Content creation

It’s easy to dismiss white papers as just a dull necessity for the techies, but latest research shows that they are more influential in buying decisions for technology purchasers than any other piece of collateral. US marketing communications agency Eccolo Media Inc talked to more than 50 American purchasers and influencers, discovering that any kind […]

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