Viagra spammers have a tough challenge. They know that if they can get their message to a few billion people, a few thousand morons will place an order. But…
We talk a lot about the Battle for Attention in B2B and about Buyer Attention Deficit Disorder and the relentless Mississippi of info-dreck that gushes…
Well, I’m moving on to work for Thomson Reuters (the siren call of being able to walk to work proved to be too strong to resist), and I thought I’d get…
Let’s face it, most B2B copywriting is not very good. There are many reasons, but here are our top ten. Is your latest B2B marketing copy guilty of any of…
B2B marketing always comes down to building an argument; telling a story that leads to an inescapable conclusion: ‘You need to buy this, now.’ If your…
Check out this great TED Talk by Simon Sinek on the power of beliefs in marketing. Great leaders and great companies start with beliefs not facts, policies,…
There are four kinds of B2B copywriting and they fall into the neat little quadrants formed when two important axes intersect: Clarity and Authenticity. If…
So Gesu was wondering aloud the other day whether negative or positive headlines are more effective. By negative and positive we mean, respectively, the…
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