White papers can generate leads, position your company as a leader, gain interest from the media, and educate customers and prospects.
With benefits like these, what’s not to like about white papers? Well, for one, the term white paper has become corrupted. Historically, white papers have been educational in nature, tackling a technical or business [...]

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I had the pleasure of receiving a retail industry e-newsletter from ICSC SmartBrief. It contained sponsorship banner ads from three competing companies, each offering retailers a solution for selecting better store locations. I’ll grade the three campaigns.

 Nielsen

Offer: Plan sites with precision. Call Claritas today
Landing page: Graphics match the banner ad, providing continuity. There’s a single offer in [...]

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You know the scene when exhibiting at trade shows: the maze of booths, foot traffic, two-minute conversations, passing of business cards.
Well, in addition to a regular business card, my clients handed out cards that promoted a free eBook download. Later, when event attendees were sorting through their haul of marketing collateral, freebies and business cards — [...]

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The Web site for Mapping Analytics is a lead generation machine. Here’s why:

The most important pages are optimized for specific keywords related to the company’s products and services, and used by prospects when searching
The site is educational in nature with plenty of white papers, executive briefs and other valuable content
The site makes good use of landing [...]

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I recently abandoned my traditional Web site for this blog. Why did I do it? Let me count the ways:

The Web site was old and needed updating or replacement anyway
There are always new things in marketing to write about and discuss, and a traditional Web site isn’t as good as a blog for that purpose
Traditional static [...]

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When trying to write about your product or service, is it true that “Less is More?” Or did some lazy copywriter come up with that expression to save himself work? (See below for the presumed origin of the expression “Less is More.”)
The “Less is More” mantra is popular in marketing communication. You see minimalist print [...]

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One of my clients tells me they are sold on using Neuro-Linguistic Programming (NLP) in their marketing campaigns. Here’s an easy way to look at this idea: you craft marketing messages taking into account the theory that people are pre-disposed to respond positively to certain types of language and words. 
In NLP-speak, people are classified as [...]

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