A few weeks ago I answered the question How can I write better customer case studies? It discussed the structure of a good case study. Now, I’ll look at the mechanics of writing a customer case study – the questions you need to ask, the information you need to gather and so on. Let’s go. […].. Read More
So, you have a website. The trouble is, you’re not getting any leads from it, or, at least, not as many as you’d like. Here are a few thoughts on possible causes of the problem. Are you talking to your target audience? Read your website dispassionately. If you were your target customer, would you buy […].. Read More
What do you do when you win a new contract? What do you do when you don’t win a new contract? I think the most likely answers are celebrate and commiserate respectively. But perhaps what’s more important to do is look at the reasons for success or failure. If you were successful, you learn more […].. Read More
How many email newsletters land in your inbox every day? You may even have ones that arrive in the real post periodically. You might be one of the businesses that sends those newsletters. You might be one of the businesses that doesn’t send one but wonders if you should. Either way, let’s look at newsletters and […].. Read More
I’m constantly dashing from one thing to the next. I love my job and I love being busy, so this isn’t a complaint. But at the same time, if you’re going to stretch yourself professionally and creatively, I do think you have to take time to look up and open your mind rather than continually […].. Read More
There is no right or wrong answer to this question, but here – in no particular order – are some things to think about when you’re considering leaflet size. (In fact, when you’re considering any piece of printed material.) It’s based on my experience over the past 20 years or so. Print costs money It’s […].. Read More
Well, perhaps more accurately, ‘what’s the process of working with this copywriter?’ I would guess most copywriters follow a similar approach to me, but there will undoubtedly be differences in style. In any case, I hope what follow is a useful guide to what to expect whether you choose to work with me or with […].. Read More
Let’s start with the definition of a sales letter. It is, quite simply, a letter you send to a customer or prospective customer. Snail mail has rather fallen out of favour in recent years, but don’t dismiss direct mail such as sales letters as old-fashioned or ineffective. Sales letters are an interesting option to consider […].. Read More
A press release is a piece of writing you send to journalists for publication in magazines, newspapers or websites or broadcast on TV stations or radio stations (i.e. the press) telling them something that’s newsworthy that’s happened to do with your business. The publication of the story gives your company great publicity and greater credibility […].. Read More
In the previous blog post we looked at white papers. In this one we’ll look at their relation, the ebook. An ebook could be defined a document that’s been designed to be read on a PC / laptop / tablet / phone (rather than printed out and read offline). But that doesn’t quite capture what […].. Read More