Viewing entries tagged with 'white paper'
Speaker's Corner: 7 Ways to Extend Your Influence After You Stop Talking
What do you want when you go to a conference? What do you hope you take away with you? These two questions have cycled through my mind for the past week. I’ve been speaking a lot lately and, more than anything, want to provide relevant information the audience can put into practice as soon as they leave. If you’ve ever been in a “death by Powerpoint” presentation – and who hasn’t – you can appreciate how much I don’t want to be responsible for a mass destruction of brain cells.
9 Ways to Get a Bargain on Professional Services
Last week I wrote about ways clients increase the cost of their copywriting services, 7 Surefire Ways to Increase your Copywriting Fees. The post was pretty much a flop. It didn’t get a lot of traffic and only garnered one comment. I was surprised. It provided inside information on pricing along with insight to how client behaviour influences a costing exercise. This week I’m taking a different approach.
More Proof Content is King
Last week as I was trawling through my regular listening posts, I started to see mentions of a recent report published about the use of B2B marketing collateral in technology decision making. I spent nearly 20 years in the IT industry, as a developer and in direct sales, so that sort of thing interests me. Having been both a buyer and a seller of software, I was curious to know which role found more value in marketing collateral. My real surprise was the findings of the survey had more to do with my current job, copywriting, than anything I’d done before.
Word of Mouth Replaces Traditional Marketing
While driving to a meeting yesterday, I heard an advertisement for advertising on the car radio. The message was businesses that spend money on advertising in tough economic times have an advantage over those that don’t. The spot went on to describe how a small investment in traditional advertising could increase sales and generate more customer traffic. I had to smile. Spending money on advertising helps the advertising industry come out of a recession in better shape, for sure. That’s not necessarily true for the rest of us.
What Does a Copywriter Do? Part 2
Copywriting is a profession. Interestingly, it’s a line of work many businesses fail to utilize. The creative professions understand, inherently, the value of precise writing. Photographers, web designers, public relations firms, advertising agencies and publishers have long employed professionals to write their copy for them. Corporate enterprises regularly hire writers or use freelancers to complete their marketing projects. The small to medium business (SMB or SME) is often reluctant to make an investment in writing services. That reluctance is costing them.
But What Does a Copywriter Do? Part 1
I recently had new business cards designed as part of a re-branding exercise. I’ve been eagerly handing them out, not just to business associates but to friends and family too. The question I’ve been asked most frequently is “What does a copywriter do?” I have to confess it’s not just family members that have been wondering how I spend my time.
