On July I e-mailed you an item entitled, “Should Engineers Write Marketing Materials.” It discussed the pros for the engineers and for the customers.
Here’s the other side of the story from one of the regular e-mails I get from TREW Marketing. Continue reading
Are you crazy? This is the typical response of management when someone suggests that Joe.the engineer and designer of the super-whamadyne, write the marketing material for it and answers customer questions. And, typically, that’s Joe’s reaction too. The last thing Joe wants to do is write. He wants to do engineering. Continue reading
The 80/20 rule is the key to maximizing your company’s marketing ROI. Before we see how that works let’s look at how companies typically do marketing. Continue reading
If you’re a marketing professional you may have the need from time to time to hire a freelance copywriter to supplement your in-house staff for a B2B marketing project. if you do, how can be sure that you’re getting what you need?
Many people start up businesses and wonder how they should market them.
Some cling to the “if you build it, they will come” idea or the “if you build a better mousetrap, they will beat a path to your door” myth. But, remember, the movie was called a Field of Dreams. If you want to live your dream, you’ll have to do something else. Continue reading
All journalists are taught the 5 Ws – Who, What, When, Where and Why.
The answers to these questions make the story or the article.
John Brown (Who) shot and killed (What) himself (Who) at 8:00 PM on Thursday (When) at the 711 on Elm Street (Where). Continue reading
You see them sitting in the same room together. They know each other fairly well but they’re not talking or even looking at each other.
Each is holding a smart phone of some type and their thumbs are jumping around on the micro keyboard on the little electronic devices. What are they doing? Continue reading
You may have used the term yourself when you got stuck writing something or just did not feel like doing it then. Seems like a legitimate excuse. But it is an excuse and that’s all. Continue reading
You’re probably thinking,”What’s he saying? My English teacher taught me how to write and my corporate boss critiques my business writing to improve it.”
It’s true, your English teacher did teach you how to write but not how to write marketing copy. And your corporate boss wants what you write to follow corporate editorial and content guidelines neither of which were designed to help you be a copywriter. Continue reading
So you want to be a B2B copywriter? Great. There are a number of things you need to understand to make that dream come through: You must:
1. Like writing. Continue reading