Marketing Copywriting and Editing

When Is Your Copy Editing “Done”? As a marketing copywriter, your skills are a double-edged sword. You have the power to help your clients clarify their message, tell a compelling story and connect with your audience. But you probably also notice a lot of things when you write that others may not. While your client may write up something once, be happy or unhappy with it, and move on, your own attention to detail and ability to structure a narrative makes your work powerful. And…Continue Reading “Marketing Copywriters: What’s Your Writing Workflow?”

Marketing when your product isn't so exciting

Marketing is Hot Stuff, Right? Models, lingerie and fashion shows. What could be sexier than working for literally the hottest store in the mall? At 21, my first “real” marketing project was to create a promotional postcard for the manager of our local Victoria’s Secret. Yep, this is it, I thought at the time. The start of my long and glamorous advertising career. Yeah, No. I got it half right. My career has been long, and winding, but maybe not so flashy. At least not…Continue Reading “Five Ways to Market “Unsexy” Products”

freelance work

In-house marketing departments are being tasked with more and more difficult projects, especially in the digital space. It’s no wonder they are hiring out to keep up. From apps to creating an omnichannel customer experience and developing new products, the world for marketers is more technical today than ever before. At the same time, marketing departments are under constant pressure to reduce the size of their staffs and budgets. More work, and tougher work, needs to get done with less people. As a result, marketing departments are hiring more outside…Continue Reading “Marketers Rely on Outside Agencies More Than Ever”

I have always been fascinated by LinkedIn’s premium account options. For most people, the free account does enough to get by, but without niceties like seeing the full list of who has viewed your profile lately. Recently, the business network tightened the screws on would-be Premium account subscribers. For a while the cheapest plan was the “Premium Plus” option at a mere $9.99 per month. Sometime in the last couple of months, LinkedIn quietly removed that account level. Now the cheapest way to get a premium account is…Continue Reading “LinkedIn Drops “Premium Plus”, Cheapest Plan Now $30/Month”

Twitter, what used to be a simple microblogging website, is now a full-fledged business marketing tool. For B2B (business to business) marketers, the possibilities of using the social platform are endless. The company’s 2013 study revealed that 59% of its users access B2B tech brands, as opposed to the average Internet users (only 40%). Indeed, this illustrates the kind of strong audience that Twitter has. In fact, there are more than 2.6 billion registered Twitter users. To ensure your business is catering the right audience,…Continue Reading “These Users Drive 80% of Your Business on Twitter”

Considering online display ad networks or exchanges? They might not be worth your time. Recent research from comScore shows that overall, only 54% of display ads are even seen by website visitors in the first place. Keep in mind this is from the unfortunately very loose standard of having even half of the pixel area of an ad displayed to a visitor for half a second – not much! The actual situation for online ads in the “real world” is likely to be even more…Continue Reading “Are Display Ads Worth It? Only if You Buy Smart And Measure Carefully”

“You have to do this, you have to do that… you MUST follow these seven rules or your social media strategy will fail!” The truth is, a winning social media strategy can be different for every individual and every business. There is no “one size fits all” solution except for the common thread that all paths to success include investments of time, effort, planning and measurement. Even the very definition of what “success” is changes from company to company. Declare your independence from online hucksters…Continue Reading “Declare Your Social Media Independence this July 4th”

Attention to detail sometimes makes all the difference, whether you are designing the next great mobile phone or laptop, or putting together a new email and landing page for an online marketing campaign. Regardless, one must pay attention to all facets including presentation, ease of use and the overall customer experience. Let’s look at some illustrative examples: Consider the design of the laptop power adapter above. A generic PC experience that is familiar and comfortable – everyone has seen and knows how to use one…Continue Reading “Elegance Counts – in Marketing As Well As Product Design”

Use of Internet Explorer 8 has been falling in most quarters pretty quickly quarter over quarter as users decide to move on to more modern and robust browsers (or update their OS and no longer have IE 8 available). Unfortunately, one group of users are laggards as might be expected – those on corporate PCs. Enterprise users, especially those in organizations that employ custom developed software or are subject to security or other standards that make the upgrade process slower, are going to be stuck…Continue Reading “Declining Support for Internet Explorer 8 Spells Trouble for Enterprise Users”

  This short presentation from my MBA program illustrates why two-way communication is important when companies are undergoing a transition. Caribou Coffee illustrates how alienating and ignoring your brand’s devoted fans during a time when they need to hear from you is a terrible idea. If the company had handled the situation differently, or decides to take an about face soon, they could actually reap the benefits of being open and transparent instead of what they are getting now. Need outside assistant with marketing planning…Continue Reading “Caribou Coffee Social Media Needs a Course Correction”