Forget the features and benefits. Forget the bullet points and coverage terms. Tell me why and how I would need such a thing. Written by me, produced by the video team at Chubb Insurance.
An update to conventional wisdom. “A picture is worth a thousand words.” Actually, a picture with a 25-word caption is worth a thousand words. The rule: Always run a meaningful, informative caption under every photograph in your web content, web materials, whitepapers. Well, in everything. Do this and you will look like a genius. Your web content and […]
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 the blogs and magazines and see how journalists and columnists talk about products like yours. […]
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 reams of sales blather on the world before I reformed.) The hard-boiled view is, “So […]
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. Ages ago, before the company went yuppie, they used to sell exotic travel clothing: khakis, […]