posts

What does it take to become a “shipping partner of choice?”

Use referrals, case studies, and video to demonstrate proof of performance. Perhaps the greatest takeaway I received at the recent Transportation Sales and Marketing Association conference came during the shipper panel. It was the opportunity to listen to a panel of prominent decision-makers live and unfiltered. The panel members are part of a very elusive […] Continue Reading →

Why Google hates your website.

At TMSA’s 2018 Logistics Marketing and Sales Conference, Chris Peer, President & CEO of Digital Marketing Agency, SyncShow delivered a highly-relevant presentation entitled “10 Reasons Google Hates Your Transportation Website.” I can safely say that Chris’s tips apply to every site and every industry under Google’s sun today. As a classic cobbler’s son who’s prone […] Continue Reading →

Boost your website’s customer focus for better engagement.

Welcome to part 3 of my series on creating a customer-centric website. In this interaction-packed post, I’m going to tell you how to get visitors to act – we’re talking “engagement” – as in give you their email or agree meet with you. So. You got them to your site. Good job. Now what? You’re not […] Continue Reading →

How to boost the persona-appeal of your high-value web pages.

(Part 2 of my 3-part guide to writing genuinely customer-focused website copy.) Are you talking to yourself?  I feel like I should interrupt, but I don’t want to be rude. It’s an easy trap to fall into when it comes to the copy on your website. We spend so much time defining a mission and […] Continue Reading →

So how does your buyer persona feel about your website?

Part 1 of my guide for ensuring your website content is genuinely customer-focused. There’s an anecdote in How to Win Friends and Influence People, where author, Dale Carnegie recounts the story of meeting someone at a party who talked nonstop about themselves. Carnegie hardly said a word, but after the party the person recounted to […] Continue Reading →

Add peanut butter to your website’s career page copy.

  One of the best things about freelancing at this one company was the copious snack collection offered free to all workers. Granola bars, fruit, juice, chips, artisan coffee—and yes, fresh peanut butter right from the machine. So when it fell upon me to write a career page that portrayed the company’s outstanding opportunities as […] Continue Reading →

12 takeaways from renowned ad journalist Stuart Elliott

  (Former NYT ad journalist Stuart Elliott shared sage advice for United and YouTube advertisers during The NJ Ad Club’s recent town hall.) During my formative years in advertising, there were these three guys I looked to for “the way.” Three uncles, each one distinctly different. One was the omnipresent advertising gossip columnist: George Lazarus […] Continue Reading →

WANTED: Non-weird, Non-hermity Copywriter

  I remember my first official freelance assignment like a dream that never was. I was working from my kitchen table. Framing my computer screen was a pretty view of the apartment cluster’s courtyard. The smell of coffee mixed nicely with the scent of salt air from the beach a block away. I remember sighing […] Continue Reading →

A cross-pollination of insights from NJ Ad Club’s 2017 State of the Advertising Industry Panel – featuring R/GA, Dunkin’, Nickelodeon and VaynerMedia.

  You really couldn’t ask for a better panel for a 2017 outlook discussion. The NJ Ad Club’s panel was lively and their views were all over the place. The candid descriptions of the ways their outfits are operating and the projects and mindsets driving them were pure gold. Bunch of people at the top […] Continue Reading →

Snowplow races and why paying a project fee beats hourly every time.

  My house backs up to a cemetery and fronts up to a small but busy cul-de-sac maintained and plowed by our town. During a snowstorm, the cemetery side is where all the action is. Without exception, the guy who plows their roads has theirs cleared and salted hours, sometimes days, before the city sends […] Continue Reading →