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
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
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
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
Confessions of a copywriter… When I was at school, the idea of having to write an essay that was two sides of A4 filled me with dread. And at university, on hearing the news I needed to write 1,500 words in response to the question, my heart used to sink. These days, such ideas no […].. Read More
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
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
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