Blog Articles

Why do I need customer case studies?

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I mentioned in an earlier post how often I see customer case studies that are missed opportunities. When I see them I think it’s because the company has been told they need to have customer case studies and it’s been wrongly assumed they’ll know why they do. So by using a list of companies or a […].. Read More

What information do I need for a customer case study?

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A case study is a story with two sides. You’re going to need to pull together facts from your side and from your customer’s side. Your side of the story When you’re gathering the information for your side of the story, you might need to ‘interview’ yourself or you might need to speak to someone […].. Read More

How long should a marketing white paper be?

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I think a white paper is a great thing to have in your marketing toolkit. (If you’d like a quick introduction to what they are, try What is a white paper and why do I need one?) If you search the web about how long a marketing white paper needs to be, you’ll find a […].. Read More

How long should a marketing ebook be?

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So you’ve decided to write a marketing ebook for your business to help you demonstrate your expertise and attract leads. Great! How long is it going to be? I said in my blog, What is an ebook and why do I need one?, I think of an ebook as a lightweight but valuable guide. But […].. Read More

When should I write a press release?

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A press release is a great way to get free (well, free in the sense that the only cost is your time and effort) publicity for your business. But it can be difficult to know when you should send out a press release. After all, when you’re in the thick of getting on with things, […].. Read More

What makes you different?

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Copywriting conferences are like buses. You wait ages for one and then two come along at once. No sooner I had I got back from Copy Capital a few weeks ago than I was off to Copywriting Conference. Copywriting Conference is organised by ProCopywriters, the alliance of commercial writers. There were plenty of networking opportunities […].. Read More

How long should a blog post be?

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A few weeks ago, I looked at what you should blog about. Now, I’ll look at how long your blog posts need to be. There is some generally accepted advice about this out there: 300 words is the minimum around 600 words is good around 1,000 words is great 2,500+ words is brilliant. These numbers […].. Read More

How do I write a customer case study?

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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

Why don’t I get any leads from my website?

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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