Video: Fundamentals of copywriting, handling the difficult stuff
Hot-off-the-press video about storytelling, knowing your audience, and leveraging danger for your advantage.
Up front with lessons from Down Under
Peter Gearin of BrandTales shares lessons learned from my “Web Writing 201” seminar at Content Marketing World.
Genius Marketing for Boring, Complex, or Non-Differentiated Products
How do you market and sell the the tough stuff? Hear my podcast with the good people at Salesforce’s Marketing Cloudcast.
Tackling the Tough Marketing Challenge, Part II: The Parity Product
When your product is the same old, same old, how do you say something new? Here’s how to associated your parity product with meaningful distinction.
Tackling the Tough Marketing Challenge, Part I: The “Boring” Product
There are no boring products, just bored marketers. Here’s how to make yourself interested so that you can make your marketing interesting.
Working with a freelance blogger
My friend Margie Dana has great advice for working more effectively with a freelance blogger.
New Content Marketing Playbook 2011!
Your patience has been rewarded: the new Content Marketing Playbook 2011 has arrived. Behold…
10 Lessons from 15 Years: Part 8
The eighth part in a 10-part series of reflections on copy, communications and client services. Today’s topic: brochure bashing.
10 Lessons from 15 Years: Part 7
The seventh part in a 10-part series of reflections on copy, communications and client services. Today’s topic: the mighty power of good old direct marketing.
10 Lessons from 15 Years: Part 3
The third part in a 10-part series of reflections on copy, communications and client services. Today’s topic: the all-important safety factor.