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by Roger Cauvin
Don't choose marketing messages based on whim or personal preference. Educate the product team about the three approaches to formulating messages. Work to identify and hone the messages.
You'll find that consistently communicating these messages will help brand your product—and, if your product actually delivers its promised benefits, will increase sales ...
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by Michael Fischler
Examine your press initiative. Do you know your marketplace, and know how to reach each member of it? Are you continually building trust? Are you delivering only what people need, and only in the way they want it delivered?
Or are you shooting words like rock salt from a shotgun—hoping ...
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by Grace Stoeckle
Web sites run by small businesses far outnumber the Web sites run by large corporations. This means that most sites are produced and operated on a relatively small budget. Each dollar counts, and must be used carefully.
But few small business owners are spending enough time figuring out what constitutes ...
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by Mike Schultz
Services marketing efforts are moving online not because a few marketing consultants and strategists say they are—but because your clients and prospects are online, and their online experiences are influencing all buying decisions.
Here are four arguments you can use to help your firm boldly enter the new world of ...
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by Bob DeStefano
Sure your Web site looks great, but are you turning enough Web visitors into leads that your sales force can target? Your answer can be the difference between a site that is a moneymaker and one that is nothing more than a glorified brochure.
Your Web site can offer your ...
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by Scott Smigler
A doorway page is content created specifically for the purpose of garnering high placements in the search engines.
Search engines generally advise to avoid such pages as well as other "cookie cutter" approaches, such as affiliate programs with little or no original content.
There are, however, acceptable alternatives.
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by Gerry McGovern
You must make very difficult choices if you want your Web site to work. You can't serve everybody. If you try to, you will serve nobody.
The first step in developing successful reader personas is to decide which readers you are *not* going to focus on.
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by BL Ochman
Writing blog posts (and comments on blogs) is actually very simple. Keep your copy lively, factual, tight, clear, short and search engine optimized.
Here are basic blog style guidelines to follow.
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by Suzan St Maur
With our focus on bold, blunt, "write-as-people-speak" prose in business, we no longer have any fancy phrases to lurk behind. We're on our own.
Why has business writing become so much more direct in the comparatively short period of two generations or so?
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by Hank Stroll
This week, add your two cents to the dilemma: What should publishers do to build reader involvement?
Also this week, read your answers to the last issue: What makes long Web copy effective?
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by Gerry McGovern
E-marketing is about substance over show, logic over emotion, text over graphics.
In fact: good Web marketers follow the Google motto: be useful.
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by Gerry McGovern
If you're running a Web site, you are an accidental publisher. And publishing is as much about what you don't publish as what you do.
Resist the call of the warehouse and the illusory promise that technology will solve all your problems. Content is your asset. The less of it ...
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by Steve Jackson
Can an effective keyword strategy improve Web site conversion rates?
Absolutely. But only if your site includes the right terminology and phrases.
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by Jason OConnor
Here's the top 10 ways a Web site can fail.
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by Steve Jackson
In this final part of this series, we'll be looking at where traffic arrives from and how that affects conversion, specific search engine queries, pay-per-click issues and more.
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by BL Ochman
Blogs aren't for everyone. Consider both the advantages and the caveats.
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by Wil Reynolds
Here is a checklist of sorts that allows you to go through your Web site and evaluate its health and usability.
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by David Aponovich
Because your Web site is such an integral part of your communication strategy, doesn’t it make sense to put more content control into the hands of marketing experts?
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by Steve Jackson
This first article in a three-part series answers specific queries about how to improve Web site conversion rates.
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by Gerry McGovern
The essence of a Web site is self-service. There are three core things that self-service needs to get right.
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by Gwyneth Dwyer
ake a minute to review these 10 fundamentals of great copy. How does your Web writing stack up?
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by Sean D'Souza
When everyone else zips, you zap.
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by Steve Jackson
The conversion rate on a Web site is easy to measure. Unfortunately, businesses too busy concentrating on their bottom line most often overlook it.
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by Amy Gahran
If you publish content online and you want people to find your content easily, it’s important to understand what a page title is, how to specify it and what makes a successful page title.
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