Photo credit: www.freepik.com When you mention a great new program (offering, service) to a prospect and they say “yeah, send me something” a sell sheet is what you send. Its purpose is to convince them that what you’re offering is perfect for their needs and unique among all other options out there, whether it’s freight brokerage, […]
Sell Sheets: Meet the Diamond in the Rough of Marketing Materials
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Put Your Marketing Materials to the SUD Test
If your webpages and sell sheets aren’t Substantive, Updated and Differentiated, you’re missing opportunities to sell. I’ll tell you a little secret: prospects really do need, and want, you to sell to them. Companies picking ecommerce fulfillment providers, shippers deciding on their next TMS and importers figuring out the best way to move their cargo—they […]
Tips for countering the Great Resignation in transportation and logistics.
Three TMSA events explore the impact on driver recruitment and provide best practices for hiring and holding onto them. The transportation and logistics industry is feeling the effects of the Great Resignation the same as every other industry, maybe even more so. After all, trucking was short 80,000 drivers before the pandemic even hit. The […]
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Natural vs scripted – do you really have to choose in video?
Recent video work for Flexcon Containers shows the possibilities for a natural, scripted video. When it comes to company videos, everyone says to keep it natural. That’s a good idea for customer testimonials or employee interviews where rough edges only make the footage more authentic and believable. But for demos, like a lot of people […]
Why is it so hard to get coworkers to contribute to the company blog?
Theoretically, coworker-sourced content should work. You have subject matter experts (SMEs) who are willing to write blog posts. Some may even be aggressive in suggesting pieces they’d like to write. That’s great for your brand – company technical experts are the most credible source of information for buyers – and it can be a boost […]
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10 writing tips for short-staffed transportation and logistics marketers.
Marketing directors and managers wear a lot of hats these days. With the pandemic, I’m seeing their workloads intensify even more as their staff numbers dwindle and budgets for freelance are being cut. On top of steering their all-important brands, they’re also performing an array of design, production, optimization and analytical tasks. But the place […]
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How long’s it been since your last post: Weeks? Months?
It’s time to get past the frustration and get real. I get it. You’re busy. You have product people clamoring for materials for the upcoming trade show and meanwhile you haven’t done a blog post in months while your website redesign has been dragging along in the sitemap stage for-ever. If it makes you feel […]
Beyond best practices in white papers: let’s talk best propositions, preoccupations and prospects.
Given how many manifestations white papers have today, talking about best practices can be a challenge. It seems like the lines are becoming more and more blurry among white papers, e-books, case studies, research papers, and even brochures. So what are the best practices today? Rather than lay down a rigid white paper template and […]
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Pre-note to TMSA2019
The Transportation Marketing & Sales Association (TMSA) annual conference just unofficially kicked off in Florida tonight. Media biggies, JOC, SupplyChainBrain, Supply Chain Dive and AGILE are all in attendance. Editors from each will be panelizing tomorrow. This is my second year and I’m looking forward to the opportunity to learn more about the transportation and […]
How copywriting contributes to a great customer experience.
No one wants to do business with a computer, or have a relationship with a robot. It’s creepy. That’s why it’s important to keep your web copy, content, case studies and email communications personal. That’s not an easy task as companies become more digital and virtual. Nevertheless, making your writing personal is my number one […]
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Nine Steps to Great Naming: Part II
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The Nine Steps to Great Naming: Part I
- The Beaucoup Benefits of Working with a Professional Copywriter
- Sell Sheets: Meet the Diamond in the Rough of Marketing Materials
- Put Your Marketing Materials to the SUD Test
- Tips for countering the Great Resignation in transportation and logistics.