B2B Marketing Zone

Why Marketing Content Will Continue to Suck in the Age of Artificial Intelligence (A.I.)

Marketing Craftmanship

SEPTEMBER 26, 2023

DeskTop Publishing did not make people with no design talent or writing skills into graphic designers or copywriters. It also marked the beginning of a (ongoing) period that has produced some of the most incomprehensible, unattractive, and brand-damaging print and online marketing materials in the history of the communications.

Marketing AI

Marketing AI Paid Search Agency Copywriting Thought Leadership

4 Media Relations Lessons…Learned the Hard Way

Marketing Craftmanship

MARCH 13, 2021

While representing a major chain of food stores as outside PR counsel, I brought in a Forbes reporter in hopes of having her write a company profile. He answered all of her questions in a direct manner, and she did not present any questions that suggested an intention to write anything other than a positive story. Then she hung up.

Media

Media PR Press Advertising Agencies

Client Newsletters for B2B Firms Is Content that’s Dead on Arrival

Marketing Craftmanship

NOVEMBER 22, 2023

If it’s created in-house, few firms actually track the hours required to research, write, edit, approve and publish their newsletter. MYTH #3: A Newsletter is a Cost-Effective Marketing Tactic The old saw, “Cheap is dear” rings true when it comes to newsletters.

Newsletter

Newsletter B2B Thought Leadership B2B Thought Leadership

Webinars

How to Leverage Behavioral Science Insights for Direct Mail Success

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Why Your Law Firm Blog Doesn’t Make the Phone Ring

Marketing Craftmanship

FEBRUARY 24, 2016

Invest the time necessary to write a snappy headline that addresses the “What’s in this for me?” Everyone knows you’re a lawyer, and a blog is not the proper platform to display your brief writing expertise. Write in clear, simple prose that can be understood by people without a law degree. There’s too much legal-speak.

Ideal Customer Profiles

Ideal Customer Profiles Work Management Case Studies Marketing Management

Social Distancing: Marketing’s New Strategic Mandate

Marketing Craftmanship

MAY 13, 2020

But marketers who know how to craft an enticing subject line, and who can write effective copy, can break through the clutter. Include the person’s or company’s name in the subject line to distinguish it from spam, for instance. More importantly, remember that long, rambling messages rarely get read.

Blast Campaigns

Blast Campaigns Webinar Metrics Lead Ranking Lead Scoring

Two Words That Can Make or Break Your Career

Marketing Craftmanship

DECEMBER 22, 2015

Writing ability. In the business world, just about everything you do can influence your success. The way you dress. The language you use. Personal grooming habits. Your manners. Sense of humor. It’s a very long list. Don’t let terrible handwriting preclude you from this opportunity to stand out from the crowd.

Course

Course Network Marketing Personalization Positioning

Is Your Client Newsletter a Marketing Albatross?

Marketing Craftmanship

NOVEMBER 9, 2018

If it’s created in-house, few firms actually track the hours required to write, edit, approve and publish their newsletter. MYTH #3: A Newsletter is a Cost-Effective Marketing Tactic. The old saw, “Cheap is dear” rings true when it comes to newsletters.

Newsletter

Newsletter Work Management B2B Thought Leadership Marketing Management

Re-Thinking the “Best B2B Advertisement of the 20th Century”

Marketing Craftmanship

DECEMBER 11, 2014

But if Gilbert Morris were writing ad copy in 2014, his advertisement would likely reflect very different marketing obstacles for B2B companies. .” What may have been a revolutionary B2B marketing concept in 1958 is now well understood by B2B marketers. Market awareness, brand impressions and 3rd party endorsements all matter.

Advertising Agencies

Advertising Agencies Advertisements Advertising B2B Thought Leadership

Why Your Company’s Blog Doesn’t Make the Phone Ring

Marketing Craftmanship

AUGUST 29, 2017

Invest the time necessary to write a snappy headline that addresses the “What’s in this for me?” Your headlines don’t grab attention. With a few seconds to grab a potential reader’s attention, headlines are the most critical element of a blog post. Your posts are too long.

Ideal Customer Profiles

Ideal Customer Profiles Opinions Linkedin ROI

Write Effective Pitch Letters to Grow Your Business

Marketing Craftmanship

NOVEMBER 27, 2018

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects.

Effectiveness

Effectiveness Business RFP Lead Ranking

Tennyson Delivers Skyfall’s British Bulldog Moment

Marketing Craftmanship

NOVEMBER 13, 2012

What’s far less clear – some 40 years after Professor Reil forced me to memorize Ulysses – is how I can still remember and recite verbatim at least the first 10 lines of that epic poem (and up to 15 lines, after downing 3 Guinness stouts)…but I can never remember a new name or phone number for more than 30 seconds unless I write it down.

Display

Display Rules Paid Search Agency Advertising Agencies

Client Newsletters: Empty Suit of the B2B Marketing Mix

Marketing Craftmanship

MARCH 21, 2014

If it’s created in-house, few firms actually track the hours required to write, edit, approve and publish their newsletter. MYTH #3: A Newsletter is a Cost-Effective Marketing Tactic. The old saw, “Cheap is dear” rings true when it comes to newsletters.

Newsletter

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership

PETA’s SeaWorld Lawsuit: Do Publicity Stunts Make Sense?

Marketing Craftmanship

OCTOBER 26, 2011

.” The filing—the first ever seeking to apply the 13th Amendment to animals—names the five orcas as plaintiffs and also seeks their release to natural habitats or seaside sanctuaries.

Public Relations

Public Relations PR Advertising Agencies Profiling

Pulitzer Prize Winning Tweets?

Marketing Craftmanship

MARCH 28, 2011

Apparently, the demise of journalistic craftsmanship is a protracted affair, and something we shouldn’t fret over, or waste too many blog pixels writing about. If this state of affairs continues, we may alter an advertising slogan to read: Look now, pay later.”. But there was an upside to exploration of the topic. My Edward R.

Television marketing

Television marketing Blast Campaigns PR Twitter

PR / Media Pros Should Stand Firm on Requiring Quote Approvals

Marketing Craftmanship

SEPTEMBER 22, 2012

This blogger learned that lesson the hard way, when a Chicago Tribune reporter twisted a fact-based comment in a very long conversation that enabled him to write a story entitled, “Amex Official Admits CBOE Superiority.”. Their questions can be contrived, or their approach designed to wear down a source.

PR

PR Media Press Blogger

Survival Skills for the Hedge Fund Apocalypse

Marketing Craftmanship

APRIL 8, 2016

For investors, in terms of trust, this is equivalent to playing a round of golf with someone who only writes down his score for a hole when he shoots a par, birdie or eagle. But this spineless communication approach happens with some frequency, and most often involves managers who peg their value to investors solely on performance.

Allocation

Allocation Cross-Selling Marketing Management Validation

Three Myths and Realities of Client Newsletters

Marketing Craftmanship

APRIL 29, 2013

If it’s created in-house, few firms actually track the hours required to write, edit, approve and publish their newsletter. MYTH #3: A Newsletter is a Cost-Effective Marketing Tactic. The old saw, “Cheap is dear” rings true when it comes to newsletters.

Newsletter

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership