Extra! Extra! We can’t stress this enough!
Whether you’re writing a blog post, an article, a display ad, a landing page, or any marketing copy for that matter, the headline is one of the most important factors in marketing, and also the factor most business overlook.
Too many times, headlines are tacked on as an afterthought—something to stick on top after we’ve written the piece—when in fact, it should be the part we labor on the hardest, because it accomplishes the most important task… capturing your reader’s attention long enough to compel him to read further. Continue reading
In discussing with writers the problems they face in developing white papers, one thing stands out among many of them: where to start.
Once the topic is chosen, there is often a temptation to just get things going by “beginning with the beginning.” However, brainstorming headlines and working on the paper’s introductory page is something that should come later–sometimes much later—in the process.
Michelangelo didn’t form the model of his David by starting with the skin—he began by establishing bone structure and muscle mass. A compelling white paper is “sculpted” in much the same way, starting with the bones (the outline gleaned from the needs assessment interview) and fleshed out with muscle from subsequent interviews and research. Continue reading
Finicky Readers Require Special Treatment
Content is queen… this we all know.
There is a vast chasm between content for content’s sake, and GOOD content that draws in your visitor, offers value, and eventually converts them to a customer.
Everyone is looking for information to help them make decisions about things, so if you’re in business, you need to provide your prospects with content.
Whether you write the content yourself or outsource it, here are a few things you should know before you begin that will help you capture the ‘picky reader.’ Continue reading