Category Archives for Uncategorized

3 ways to personalize your marketing

The ONE piece of junk mail I read this week…

Cute puppy, relevant news, and my name’s on the front page… #personalizedmarketing

I’m not a customer of Geico. But their latest snail mail advertisement caught my eye. Ninety-nine percent of the time all such mail hits the trash immediately. So I set out to analyze my own response. Why did I bother opening and reading this?

  1. My name caught my eye. Sure, I’ve seen this trick before. They pulled my name off of some list. Added me to their ad campaign. At least they used my name. I’ve recently had daily LinkedIn connection requests. Guess what? They hit the junk mail bin almost immediately. Ninety-nine percent never personalize a message. So why should I bother connecting?
  2. Cute pet photos are eye candy if you’re a pet lover. According to a recent APPA National Pet Owner’s survey, 68% of Americans own a pet. Geico hedged their bets pretty accurately. Most of us like pets. Knowing some basic facts about your target market is a great place to start personalizing your outreach.
  3. Right now if you have a friend in the federal government, you know their personal budget has taken a hit in January. Relevant news for the target market. I’m not a federal employee, but I have several friends affected by the recent government shut down. Either share news that affects your target market or at least sympathize with their problems.

All it takes is a few minutes of your time to do a little research and personalize your marketing or networking efforts. #goldenrulemarketing

So I’d be delighted to hear from you on LinkedIn, but if you do reach out, please tell me what we may share in common and why we should connect, okay? I promise to do the same for you.

3 ways to warm up your chilly b2b content

b2b case studies, white papers, and success stories

Ever wonder if your web content, white papers, and case studies even get read?

I’ve been browsing through some technical and mechanical white papers and case studies from a variety of companies lately. Surprisingly, sometimes it’s like chewing on that dried up corn you see in my photo. Unsalted. Bland. Hurts the teeth.

Even an engineer might get bored stiff reading some of this cold, dry material.

Now companies need to offer content about detailed technology systems. You offer expensive and specialized equipment.  Your buyers want and need to read this content to make their informed decisions for the good of their company.

So if you offer a great solution, you need to grab their attention, and make your solution shine!

What makes for downloadable, readable content? Here are three tips for readable case studies and white papers.

  1. Add bold headings. Simple, really.

    The company’s decision makers will want the details in a format they can skim. They are super busy people! What are the key features or benefits for the buyer? Make them pop! Then the readers can home in on the details that truly matter to them.

  2. Leave white space. Crowded pages with all the same font size is hypnotizing. Boring!

  3. Use infographics and pictures. Show off that shiny piece of equipment. Give close-ups of the bells and whistles.

    Investing in some graphic design is sure to net you more business. More content read, more buyers move into your sales funnel. Infographics are eye candy to an educated reader. Put your data to good use and dress it up to sell!

Here’s an extra tip for good measure. Insert a mini case study into your white paper.

Use client quotes in bold print highlighted. A “pull quote”!

Highlight their remarks about the problems they were facing. Then bring out the rest of the story. Here’s where your solution can soft sell your client.

No sales pitch. Just a satisfied, happy client story. Don’t make bury it so deep you have to be a super sleuth to find the solution, though.

Keep the detailed, quality content, but highlight the goodies.

Make your content warm and tasty.

You’ll have readers coming in to cozy up in front of your ten page white paper in no time.