“Confused clients don’t write checks.” One of my mentors used to say that sentence often in his workshops. It’s true. How do you feel when you read confusing marketing content? I’m betting it doesn’t persuade you to purchase from the company that published it. I asked several marketers why they sometimes publish confusing content, and …
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Marketers make a lot of marketing promises to clients and prospects: great service, amazing value, innovation. It’s our job. Delivering on these promises builds trust, enhances reputation, and ensures customer satisfaction – all essential for long-term success. When companies don’t deliver on their marketing promises, they risk a hit to their reputation, loss of customers, …
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Language and symbols evolve over time. We continually create new words and symbols and new uses for old words. For example, when I was a child, emojis didn’t exist. The Oxford Dictionaries named an emoji the “word” of the year in 2015. Today, emojis are everywhere – even in business-to-business (B2B) marketing materials. But just …
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Research shows that shorter words are better. Even highly educated people prefer shorter words that are faster to read and easier to understand. Yet content marketers still use long words that are harder to digest. The other day I was editing some copy for a client, and I changed the word “utilize” to the word …
In my last blog, I wrote about how talking to your customers directly about their information and research habits helps you discover the best way to market to them. In speaking with many business-to-business (B2B) buyers across several industries, one thing is clear regardless of industry and title: Marketers must personalize content. Every single person …
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Since AI became easy and accessible through ChatGPT, it’s led many of my clients to ask: Is it okay to use AI to create content? The answer: To create content; no. To make sure you haven’t left anything out of your content; yes. As my colleague Harry Semerjian, Principal at Infinium Marketing Group, puts it, …
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