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I'll Boost Your Profits with a compelling story that moves your audience from curious to customer

Stories that influence with authority

Move your audience from curious to customer

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Category Archives: Krappy Marketing

From one who got away

Stories that influence with authority

You don’t know me. I saw your business card-sized ad in one of the local papers. The term life premiums quoted were less than half of those offered by the least expensive alternative for me. Naturally I was curious. So … Continue reading →

Two questions for marketers…

Stories that influence with authority

It’s as if the Marketing Department had changed its mandate to become The Department of Sales Prevention. A corporation hired an agency with former IT people, who also know sophisticated persuasion skills and have direct response experience. The agency delivered … Continue reading →

How to get your content for free

Stories that influence with authority

Content marketing is very popular, and there are so many content seekers I’m surprised more aren’t using this technique. All it requires is you post a job, which you can do on any job board, including LinkedIn. To get as … Continue reading →

How content marketing tells you if a tech company cares about customers, regardless of its other claims

Stories that influence with authority

Copywriters claim their clients typically fall into two categories – those seeking good content that informs and entertains customers through the cycle, and those who care only about the price of content. A very professional and experienced writer colleague (you’d … Continue reading →

12 ways to ensure a results-free trade show

Stories that influence with authority

The suggestions below are amalgamated from years of experience and many different events. Before I get to them… Since you’ll want to consider the source, rest assured that I’ve worked all three sides of the trade show table. As a … Continue reading →

Why do you care what your competitors think of you?

Stories that influence with authority

  Imagine being presented with a way to reduce your cost of providing technical support. Tech support is a necessary expense that when done correctly builds customer loyalty. One way to reduce your cost of providing support is to ensure … Continue reading →

The only way to tell good marketing from bad

Stories that influence with authority

Years ago the now late and lamented Copywriters’ Board contained threads and posts from copywriters of all levels of knowledge and experience. As you may imagine, such online gatherings produced many passionate discussions about what worked and what didn’t. One … Continue reading →

The fallacy of demand generation

Stories that influence with authority

Some marketers believe it’s possible to generate demand for their products and services. The most deluded in this regard go so far as to call their marketing departments “demand gen teams.” Those of us who sell in person and print… … Continue reading →

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 →

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