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Stories that influence with authority

Move your audience from curious to customer

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Category Archives: Content Marketing

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How marketers make IT professionals laugh, and why it’s not funny

Stories that influence with authority

Having been an IT worker prior to becoming a marketing writer, I’ve been on both sides of this. Don’t take my word for it. Go to your favorite IT pro and ask: What do you think when someone tells you … Continue reading →

How Your Technology Company Can Become the Generic Name of Your Industry

Stories that influence with authority

Why do most people call any adhesive strip, “Band-Aid”… over-the-counter pain pills, “Aspirin”… and in-line skates, “Rollerblades”? Branding, of course. Those trademarked brands have become the generic name of that item, which may be the ultimate goal of marketing. Generic … Continue reading →

Five ways to ensure your content is boring… plus three things you need to fix it

Stories that influence with authority

1. Bragging Have you ever felt like buying from a salesperson who answered your questions by bragging about how good he was and how many awards he’d won? No. Nor has anybody else I’ve asked. Yet so much corporate content is … Continue reading →

If imitation is the sincerest form of flattery, what is outright theft without attribution?

Stories that influence with authority

Some time ago a client sent a message I’d written to subscribers of an industry newsletter. Split into two parts, the message tested whether or not the reader was sufficiently interested to a) visit the company website, b) finish the … Continue reading →

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