Free Keyword Research Tools

In August 2013, Google officially shut down their External Keyword Tool. This free keyword research tool was one of Google’s oldest and most useful tools for search engine optimization (SEO) – so many people in the industry gasped at the news. Fortunately, there’s no...

5 Words That Don’t Belong in Marketing

Yesterday I read a corporate vision statement that stated the organization’s goal is to “exceed expectation.” No joke. I’ve written in the past about the need for clarity in marketing communications. And yet I’m continually astounded by the ability of people to fool...

How Do You Create a Brand Story?

Domino’s Pizza: 30 minutes or lessmiskan / Foter.com / CC BY-NC Imagine this: It’s pizza night with the kids. Everyone’s hungry and ready to eat NOW. Without even thinking, you dial the number for Domino’s. Why? Because you know you’ll get your pizza in 30...

How to Write a Blog Post: 68 Blog Post Ideas & Templates

Sometimes the hardest part about writing a blog post – or writing anything, for that matter – is getting started. If you’re nodding your head at that, then this article is for you! Below are 68 blog post ideas and blog post templates, guaranteed to get your creative...

The Power of One

  Knowing how to focus your ideas is the #1 obstacle to communicating effectively. But I’ve got a tool that will help immensely. It’s called the “Power of One.” If you’re a copywriter, you’ve probably heard of it – and hopefully you use it daily. If you’re a...

How Do You Market Change? Try White Papers.

Sometimes as marketers, we’re faced with selling an audience not on a product or service, but on the very notion of change itself. Selling change is really tough – and even more so when the audience is conservative. So it was for me recently when my client, First...

Do Details Sell?

Lately in the car I’ve been listening to country music. Don’t ask me why; perhaps because it drives my young teenage daughters nuts. I have to admit, some of the songs get a little silly. There’s All My Exes Live in Texas. The somewhat icky  Her Teeth Were Stained but...

Why Ask “Why” for Your Brochure

I’m officially old. I’ve been wearing reading glasses for about a year, but I just got the bad news from my eye doctor: I now need bifocals. /Sigh/ So that’s how I ended up reading a brochure about anti-reflective lenses. I was at the eye clinic and I had just picked...

Use Case Studies to Prove Your Expertise

Challenge: Anyone can say they’re an expert. So how do you make your claim believable? This was DK Innovative’s concern. They partnered with us recently to build a new website, and our top priority was to make sure their clients understood – and believed – the breadth...

How to Get Your Article Published

So you’ve been reading a magazine or an industry newsletter for a while now, and you’ve got an idea for an article that you just know would be perfect for it – and would hopefully send a little business your way, too. How do you get your article published? Truthfully,...

Are You Sure About Your USP?

In your marketing, how do you know how to position your company? Maybe you focus on your deep expertise. Or maybe you focus on your outstanding customer service. But how do you know these point are your company’s biggest selling points? Do they really make your...

Does Your Website Follow this WRONG Advice?

Redesigning your website can be a lot like becoming a parent; everyone is eager to share their advice with you – whether it’s good or bad. And unless you’re extremely experienced in the online marketing industry, it can be hard to tell which is which. One piece of...

The Easy Way to Nurture Your Leads

It’s been a busy day today.  I have to admit, it was hard for me to make time for this article.  However, this newsletter is one of my most important marketing tools. I know, as a marketer, it’s critical for me to nurture the leads I get.  These leads may...

SEO 101: Keywords and Interior Decorating

When you walk into a room – whether it’s a comfy family room or a bustling kitchen – you look around.  You sense the atmosphere.  You expect to see certain things, and you begin to understand where you are. Using keywords is a lot like decorating a room.  There’s a...

Latest Email Marketing Trends

I love knowing what other marketers are doing.  Why reinvent the wheel, right?  Email marketing, in particular, always seems a little murky to me, so I try to stay on top of what’s going on in the market.  On its surface, the concept of email marketing is simple –...

How to Write a Brochure in 3 Easy Steps

An IT firm wanted to know how to write a brochure.  They had even come up with some preliminary text: ABC Company is a professional IT consulting firm specializing in strategic information technology services that help you drive business results. Our principals are...

5 Easy Ways to Make Your Site Skim-able

Is your website set up for skimmers as well as readers? People come to a website looking for something in particular. Rather than read every word on the site, they’ll skim through the pages until they find what interests them – and then they’ll read. So the trick to...

What Goals Do Your Website Visitors Have?

It’s January, and you’re probably awash with advice on how to set goals for your business in the new year.  I’d like you to switch things around. I’d like you to think about the goals your website visitors have. People come to your website for a reason. They have a...

How Does Google Work?

A top listing on Google – many businesses crave it…but few achieve it. If this is a goal for you, then it’s important to understand how Google works before you can figure out the right search engine strategy for you. Here’s a quick explanation of Google’s technology...

Interview Tips for Knock-Out Case Studies

When I was a newbie writer, one thing always terrified me.   Interviews.   Just the thought of interviewing someone made me sweat. I look back now and laugh, but seriously – I used to get my stomach in such knots. Luckily, I’ve learned some tricks of the...

How to Reassess Your Website Strategy

It’s August now, the kids are off to summer camp, and business has slowed down a little. Phew! I’m taking this opportunity to do some navel-gazing – specifically, to analyze my website. Over the past 12 months, writing website copy has taken over a big chunk of my...

Forbes Says CEOs Are Looking for Your Website

“A CEO needs to locate information on a competitor, business partner, a customer trend, or a news development. What does he or she do?” That’s the question Forbes Insights and Google recently asked 354 top executives at large U.S. companies (sales greater than $1...

4 Quick Steps to Local SEO

Localized search engine optimization can be tricky, especially if you operate in multiple cities.  Let’s say you’re a painter with an office physically located in Plainfield, but you can easily work anywhere in a 10- to 20-mile radius.  You want your website to...

Give Your Newsletter More Focus

Do you have a newsletter?  If you don’t, you should.  I can’t think of any industry, any company, that wouldn’t see some measure of increased lead generation and customer retention with a well-written newsletter.  The trouble is, there’s a lot...

How to Thank Your Clients Memorably

Ahhh, the holidays are here. Is it just me, or are all of you having trouble focusing on your work, too? I’d much rather be out shopping.   But honestly, besides spending money, I love another holiday tradition as well – getting all those cards in the mail. There’s...

Write Better Headlines Easily

Are you anxious to see the newspaper headlines tomorrow morning? Wednesday’s papers will have the hottest political headlines since the Chicago Tribune declared “Dewey Beats Truman” in 1948. I’ll bet record numbers of papers are sold. Compelling headlines are critical...

Banish the Blank Computer Screen Blues!

I hate blank computer screens. Every time I start a new project, I get nervous. The negative buzz in my head takes over for a minute: what to say? where to start? I sit, waiting for inspiration to strike. It’s at these times I’m often overcome with an immediate urge...

Write a Better Bio in Ten Minutes

Apparently it’s true; people don’t like to toot their own horns. I’m amazed that people would rather pay me to write their executive bios than do it themselves. Seriously, bios are supposed to be short, and you know the subject matter – yourself – intimately. It...

The Right Way to Write to Your Clients

When you write to your clients – whether it’s a fancy monthly newsletter or a simple quick email – do you talk at them, or do you have a conversation with them? The single most effective copywriting secret, that will guarantee that your letters and marketing materials...