Spotlighting the Product There’s a reason why white papers are effective, and it has to do with crediting the reader with intelligence. White papers are all about building trust and educating the potential customer. White papers give solutions to problems. Engineers in particular are a tricky bunch specifically because they … Continue reading
Reason #1 – Sales Pitch White papers represent a significant investment of resources. Despite being a powerful tool when marketing to technical people, many white papers fail to return on that investment. There’s a reason white papers are effective with engineers and similar thinkers. They like to research a problem … Continue reading
Copy This! Podcast Tomorrow, on this blog you will find the first episode of the first season of the Copy This! Podcast. Here’s what you can expect to see over the next 12 weeks: 12/10/14 Episode 001 – What is Copywriting? 12/17/14 Episode 002 – Online Presence 12/24/14 Episode 003 … Continue reading
The Importance of Patience As somebody working from home, my professional and my personal lives are blended together into an inseparable amalgam. It can, indeed, be very frustrating to be pulled away from the work at both scheduled and random times during the day. It’s a problem many people face, … Continue reading
Marketing to Engineers One thing that frustrates marketers is trying to sell to the analytical type, and engineers in particular. Engineers are data-driven people, and they don’t react well to trying to play on their emotions. In fact, it can often backfire. I know this first-hand, because that’s often my … Continue reading