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CONTENT TYPE: Article | TOPIC: Writing

As the evidence shows, a white paper can be a powerful and persuasive marketing vehicle. Provided, of course, that the reader actually reads it. Here's how.

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Contextual ads, whether delivered by Google, Yahoo, or any other company, are not standalone ads in the way that a newspaper classified ad is. In fact, your pay-per-click ad is simply the connector between a desired keyword or phrase and a destination landing page. So while you may have some wonderful things to say about your products or services, your PPC ad is not the place to try to cram your latest sales message into 95 characters.

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When you need to write ads or promotional text, here are some tips that will help you develop a concept and message that work.

CONTENT TYPE: Article | TOPIC: Writing

Sales proposals can be your best branding and sales tool. But too often they are a boilerplate mishmash stitched together seconds before the FedEx pickup. And that's a shame.

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The consulting proposal is a necessary evil. A great proposal can be decisive in winning a project; a poor one can cause you to lose a project, even if everything else in the sales process has gone flawlessly. Use these guidelines to a write a killer proposal every time.

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Writing an effective questionnaire is not a task for novices. At the very least it requires an understanding of four basic issues.

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The secret to successful copy is in all the thought, work and research you do before you write a single word. In the following 10 tips, Kranz lifts the curtain to reveal the backstage mechanics you can leverage for more effective copywriting. Get the full story.

CONTENT TYPE: Article | TOPIC: Writing

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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How do you write sizzle successfully when you’re selling something intangible to people who aren’t customers—but are almost as important?

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Very often what gives you the emotional, hit-it-right-on-the-nose tools you need for successful writing are small nuances.

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Notoriously private, Warren Buffett doesn't have a lot to say publicly, except for his annual letter to shareholders that usually makes the rounds of the Wall Street Journal, Business Week and other top publications. However, for his marketing programs, and specifically GEICO commercials, Buffett has an open checkbook.

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Case studies are like condensed action films—full of characters, plot, and conflict—in which, thanks to your help, the clients get what they want. Part of a case study's persuasive power comes from its energy. It should be exciting to tell and hear. Many of us, though, bore with ours. The reason? We use the standard problem-solution-result formula—and fumble "the solution" part.

CONTENT TYPE: Article | TOPIC: Writing

Site visitors rarely want to view just one page on your site, except in the case of landing pages or single-page sites. If people actually want to get something done on your site, they will generally work through two or three different pages before taking an action. So here is the question of the day: How well do your pages work together? Or to put it another way: How strong is the transition between your pages?

CONTENT TYPE: Article | TOPIC: Writing

CONTENT TYPE: Article | TOPIC: Writing

So frustrating: You work hard. You know your industry inside and out. You offer something nobody else does. And you take precious time to write about it in your business blog. Yet... nobody is reading.