Features versus benefits: Can we end this now?
On the very first day of Copywriter or Sales 101 class, you will hear the “features-versus-benefits” conflict. You will hear the professor say that people buy because of benefits. “Features tell but benefits sell” is a phrase that will likely be spoken. You’ll hear how features describe a product or service while benefits describe why [...]
5 disturbing characteristics of a DM copywriter
Copywriters beware. If you’re reading this thinking you’re going to get lessons on copywriting, you won’t. See my earlier post about why this copywriter won’t write about copywriting. Instead, I’m going to give you a quick peek into the (potentially alarming) psyche of your DM copywriter: We study you. Constantly. Always. Looking for what makes [...]
Taking your brand mobile
You’ve worked hard to create a meaningful, engaging website for your audience. You’ve carefully thought through the content, the actions your audience will take, what results you want your website to have. You’ve developed an online experience that reflects your brand and extends your in-store experience. You’ve tested your site on various desktop- and laptop-sized [...]
Crafting the CEO buyer persona
Crisis And The Ceo (tags: ceo, buyer_persona) Ceo Liabilities From Hr Perspective (tags: ceo, buyer_personas) 2010 Global CEO Survey Report: Business and regulatory reform: PwC (tags: ceo, buyer_personas) CEO Concerns and implications for supply Chain Trends (tags: ceo, buyer_personas)
Create a marketing plan you’ll actually use
Want to improve your marketing? Write a marketing plan you’ll actually use day in, day out to achieve your business goals. Here’s how to develop a marketing plan exactly like that: Unlearn what you know about marketing plans. Common marketing plan wisdom says: “Shiny is good. Formatting is good. Clever deployment is good.” Instead, successful [...]
