Category Archives: Copywriting

How Much Copy Do I Need On My Landing Page?

May 8, 2012 – 11:27 am

An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal. The amount of copy that it takes to accomplish these tasks: make the reader [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Creative, Demand Generation, Landing Pages | Tagged , , , , , , | Comments (0)

How Big is Too Big? One Email Offer That’s Tough to Ignore.

April 19, 2012 – 1:09 pm

As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Creative, Demand Generation, E-mail, email design, email marketing, Graphic Design, lead generation, Offer Strategy | Tagged , , , , , , , | Comments (0)

Should I Remove Offer Content from My Website During a Campaign?

February 14, 2012 – 3:10 pm

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing, is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.” My [...]

By Howard Sewell | Also posted in B2B Marketing, Creative, Demand Generation, Interactive Design, Landing Pages, lead generation, Offer Strategy | Tagged , , , , | Comments (0)

Radian6 Email Campaign Hits the Mark

October 20, 2011 – 6:28 am

There’s a lot to like about the email below received last week from Radian6, makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1. The headline: “Strategically Social: 5 [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Creative, Demand Generation, E-mail, email design, email marketing, Social Media | Tagged , , , , , , , , | Comments (1)

Is “Please Have a Rep Contact Me” a Good Idea?

May 31, 2011 – 9:13 am

A client asks: “On every registration form, we give prospects the option to request contact from a sales rep. Is that even worthwhile when we’re going to call everyone anyway? If it is a good idea, what should the verbiage be? Currently the form reads: [Yes/No radio button] I would like to have a sales [...]

By Howard Sewell | Also posted in B2B Marketing, Creative, Graphic Design, Landing Pages, Marketing Automation | Tagged , , , , , , | Comments (0)