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 […]
Beyond best practices in white papers: let’s talk best propositions, preoccupations and prospects.
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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 […]
Award shows are about more than winning.
Awards shows play a crucial role in inspiring us to open our minds to new possibilities, they fuel the competitive spirit to perform to a higher standard and they teach us how it’s done. The “textbook” of my first copywriting class was a One Show awards annual—the book that displays all of the winning […]
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 […]
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 […]
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 […]
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 […]
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 […]
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Nine Steps to Great Naming: Part II
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The Nine Steps to Great Naming: Part I
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