You may need to be of a certain age to relate well to the debate over long vs. short website copy. In particular, as Sonia Simone reminds us in a post on Copyblogger, it helps if you can recall those halcyon days when direct mail (along with print/TV advertising, of course) was a company’s chief […]
Continue Reading December 3rd, 2009
Ever notice how, when visiting a company’s website for the first time, you tend to make snap judgments about the company’s overall quality …and, by implication, about the likely quality of its products or services?
Well, you’re not alone; we all do. Which means, by extension, that your prospects are doing the same thing when they […]
Continue Reading October 29th, 2009
We do a lot of from-the-ground-up website redesigns for clients, and most times that’s really the only solution. But sometimes we encounter a client who thinks their site needs a total redesign, when what’s really needed is more …well, evolutionary. And if they have an established brand with a reasonably high percentage of repeat visitors […]
Continue Reading Add comment October 13th, 2009
What makes a compelling offer? The best answer to that emerges from testing, of course. But B2Bs typically are dealing with relatively low traffic volumes, so testing can take what feels like forever while your business stays in the doldrums. So some practical shortcuts to get you in the zone are in order.
Here are our […]
Continue Reading October 8th, 2009
We’re busy doing it for clients every day, so sometimes we have to stop and remind ourselves to write down for others some of the best practices we follow. Recently we came across two pieces that collectively make a pretty good checklist, so I’ve gone ahead and put them together with some of our thoughts […]
Continue Reading October 7th, 2009
Video is, quite simply, “the fastest-growing media platform in history,” according to a new report from social media research consultancy Trendstream and research firm Lightspeed. Yet many – perhaps most – B2Bs are content to sit back and watch their B2C marketing brethren have this medium all to themselves.
We’ll leave aside the no doubt deep-rooted, […]
Continue Reading September 24th, 2009
Recently, we’ve been seeing a lot of the following sort of scenario happening in the late stages of a client’s decision to embark on a needed website redesign…
eMagine: So Mary, how are things coming with the redesign project we’ve been discussing? …are you folks getting close to a decision yet?
Mary Marketer (client’s prime contact): Good […]
Continue Reading September 23rd, 2009