by jimchicago | Apr 8, 2013 | Strategy & Tactics, Testimonials
We’ve discussed the need for testimonials that focus on the primary benefit of your product or service. Remember that you also need testimonials about your product’s less prominent benefits … just as the star of a show needs a supporting cast, and...
by jimchicago | Apr 4, 2013 | Strategy & Tactics, Testimonials
I hope the example in “Testimonial Power Part 2” helped you write a brand statement that can guide you in building a great set of testimonials. But there’s something else I should have mentioned in that post: the importance of audience research. More...
by jimchicago | Apr 2, 2013 | Copywriting for Web, Testimonials
In yesterday’s post, we looked at a strategic approach to getting customer testimonials for your product or service (we’ll say product from here on, but the advice applies to services as well). I thought it would help to give an example of this approach...
by jimchicago | Apr 1, 2013 | Copywriting for Web, Testimonials
Sure, customer testimonials are everywhere . . . but that doesn’t mean you shouldn’t use them on your web site or in other marketing communications. Do testimonials right and they still can help lift your product or service above your competitors. And that...
by jimchicago | Mar 30, 2013 | Branding, Video
You’ve heard it before: Make the content of your web pages as relevant and specific as possible to the audience you’re trying to attract. Find out which keywords and phrases your audience is using to search for the services and products that you offer....
by jimchicago | Mar 29, 2013 | Copywriting for Web, Email, Personalization
An unsolicited e-mail I received today from a technical-training company began with this: Dear Jim Hinckley, I am writing to check if “JH Web Marketing” is seeking external help in BPM related services. How about that: two major blunders in the opening...
by jimchicago | Mar 14, 2013 | Copywriting for Web, Strategy & Tactics
What is the difference between strategy and tactics in marketing? Does it really matter how these words are used when planning and executing a marketing campaign? Yes, it does matter, especially when working with a copywriter, designer, or other marcom-service...
by jimchicago | Feb 24, 2013 | Branding, Social Media
Rich Brooks’ article, “What Every Small Business Owner Needs to Know About a Web Presence”, posted on D. Allison Lee’s “Organize to Revitalize” blog, offers solid advice not only for entrepreneurs, but for those who own or manage...
