The 3 Rs of Marketing Every CEO and Marketing Director Should Know in an Uncertain Economy
Key Takeaways Review customer concerns. Your strongest message begins with what matters to buyers now. Look for competitive gaps. Turn an unresolved customer problem into a provable advantage. Measure beyond ROAS. Include margins, acquisition costs, refunds, and repeat business. Reinvent with a purpose. Fix buying obstacles and test stronger offers. [...]
Testing Corner: Long Copy or Short Copy—Which Produces More Leads?
Key Takeaways Long copy usually outperforms short copy when prospects need more information before taking action. In one landing-page test, Aetna’s HealthSpire generated 638% more leads with the long-copy version. Long copy works because it gives you room to explain benefits, answer questions, overcome objections, establish credibility, present proof, and [...]
Copy Tip: The Fastest Way to Improve Your Copy—Read It Out Loud
Key Takeaways Reading your copy out loud is one of the fastest ways to uncover weaknesses and improve response. Copy that looks good on a screen may sound stiff, confusing, repetitive, or unnatural when spoken. Read every ad, landing page, email, direct mail piece, social media post, and sales message [...]
Landing Page and Website Suicide: 6 Tactics Every Marketing Director and President Should Know
Key Takeaways Your visitor should understand who you are, what you offer, and why it matters within seconds. A landing page should be copy-driven and conversion-focused—not cluttered with unnecessary navigation and design distractions. Every page needs a clear unique selling proposition, persuasive offer, and unmistakable next step. Mobile optimization must [...]
How One Small Company Generated 8.5x ROI Using Direct Mail
Key Takeaways An investment company generated an 8.5x ROI through a targeted marketing campaign built around direct mail and supported by other marketing channels. The campaign included 249,834 mailed names across carefully selected investor audiences. Results varied dramatically by audience, demonstrating why precise targeting matters more than simply reaching a [...]
The 3 Rs of Marketing Every CEO and Marketing Director Should Know in an Uncertain Economy
Key Takeaways Review customer concerns. Your strongest message begins with what matters to buyers now. Look for competitive gaps. Turn [...]
Testing Corner: Long Copy or Short Copy—Which Produces More Leads?
Key Takeaways Long copy usually outperforms short copy when prospects need more information before taking action. In one landing-page test, [...]
Copy Tip: The Fastest Way to Improve Your Copy—Read It Out Loud
Key Takeaways Reading your copy out loud is one of the fastest ways to uncover weaknesses and improve response. Copy [...]
Landing Page and Website Suicide: 6 Tactics Every Marketing Director and President Should Know
Key Takeaways Your visitor should understand who you are, what you offer, and why it matters within seconds. A landing [...]
How One Small Company Generated 8.5x ROI Using Direct Mail
Key Takeaways An investment company generated an 8.5x ROI through a targeted marketing campaign built around direct mail and supported [...]