by John Cole | Jun 24, 2023 | Direct Marketing, B2B Copywriting, Collateral, Online Mktg. and Copywriting, Lead Generation, Trade Shows, Case Studies, Direct Mail, Email Marketing, SEO Copywriting, Email newsletters and e-zines
For years, technology buyers have consistently ranked case studies among the most consumed and influential forms of marketing content.1 And they remain highly influential today. Recent research by the Content Marketing Institute found that two-thirds of the marketers... 
by John Cole | Jan 12, 2022 | White Papers, B2B Copywriting, Collateral, Direct Marketing, Offers, Articles, Case Studies, Direct Mail, Email Marketing
One of the most effective ways to generate leads in B2B is with a tweet, LinkedIn update, email, or brief letter offering valuable information to a well-targeted list of prospects. Here are 13 ways to generate leads for your company with this sturdy, time-tested... 
by John Cole | Jan 7, 2021 | Marketing to engineers, B2B Copywriting, Direct Marketing, Technology Marketing
If you’ve spent any time around engineers, you’ve probably realized they’re different from normal human beings. If you’ve marketed to them, you know their differences make them a tough sell. Being an engineer myself and having worked daily with other... 
by John Cole | Mar 17, 2015 | Direct Marketing, Lead Generation, Advertisements, Buyer Personas, Conversational Writing, B2B Copywriting
“In an article published in the Harvard Business Review, Charles K. Ramond described experiments designed to measure advertising effectiveness,” writes Bob Bly in The Copywriter’s Handbook. “The experiments showed, not surprisingly, that advertising is most effective... by John Cole | Oct 10, 2012 | Direct Marketing, Lead Generation, Technology Marketing
In last month’s article, we proposed that the most important question to ask yourself when starting a new marketing project is: What does my prospect already know? We also asserted that a useful way to answer that question – to “measure” what our... by John Cole | Sep 20, 2012 | B2B Copywriting, Direct Marketing, Lead Generation
What’s the most important question to ask yourself when starting work on a new marketing project? As a seasoned marketer, you might reply, “What am I really selling? or “Who is my prospect?” And you wouldn’t be too far off the mark. But...
