Don’t write product copy. Write a product review.
When you’re stuck for a fresh and engaging way to talk about a product, don’t look for inspiration among other marketers. Most of them are recycling the same tired ideas. Instead, study product reviews. Go to the trade press and…
Product literature should be literature
It’s interesting that we call our marketing content ‘product literature’, or ‘sales literature’. Most of the time, of course, it ain’t even close to ‘literature’. Those product sheets and web pages are pretty stiff reading, mostly. (I know. I inflicted…
Technical copy, Banana Republic style
How do you make a technical product sound alluring? How do you make the thing come alive? How do you get techs to think, “Oooh, I want that”? Try a trick that I swiped from the old Banana Republic catalog….
Icons and idols: Writing wizards
This comes under the heading Seldom Asked Questions. SAQ. “Which writers have influenced you the most?” Tom O’Neill of Exodus Capital Advisors was the first client who had ever asked me that. He explained that it was a good way…
Content marketing: Turning Customers Into Geniuses
There are far more sophisticated definitions of Content Marketing, I know. Here’s a simpler way to think about it. Think of it as marketing by teaching and helping. Selling by being interesting, by dispensing wisdom, by offering better advice and…
