Blog Archives

B2B focus: It takes two – why sales and marketing folk must work together to create content that gets results…and how they should do it

Who doesn’t enjoy the passive-aggressive banter between sales and marketing people, often about content development and who does what? You’ll be glad to know I have a great suggestion to unite them. The next time you see sales and marketing

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If you’re an SME B2B technology company, define what you want your website to do and build your content around that

Understanding your website communications goals has never been more important for the tech-sector SME. In broad terms, a technology B2B website aims to do one or more, of three things. Identify what you want to do and develop a content

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Selling B2B? – You’ll need a b2b copywriter that understands the difference between writing for consumer and business audiences

On their journey from consumer to professional buyer, people change – a lot! As a consumer buying just for yourself, you’re probably at your most vulnerable to emotion and impulse buying. And when buying for your family and friends, you

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Marketing events and seminars – just get out and about

Ever seen the film ‘Rear Window’? James Stewart plays a house-bound hero in what some call one of Hitchcock’s greatest works. I also sit beside a window most days and can identify just a little with Stewart’s character. And if

Posted in Web content and digital marketing

Are you juicing your web content? – The grey area between black and white hat SEO copywriting

A bit like professional cycling, doping was once endemic in SEO web content and copywriting. The demise of keyword stuffing and a crackdown on high levels of keyword density in the last 18 months has levelled the playing field and

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Fundraising copywriting – the one, single thing you must do in your fundraising communications

Yesterday morning a fundraising letter fell lightly through my post-box complete with a dusting of rapidly-melting snow.  I opened the letter and waited for the first paragraph which would tell me what the problem was and how I could help.

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Posted in Copywriting for print

Is someone immune to your sales and marketing charms? There’s one way to get through …

You know who I’m talking about. Sometimes you think the only way they’ll use your product or service is if you don’t charge them and they double their income from it. They are cautious…very cautious. Every brochure or website they

Posted in Copywriting for print

Web content in tourism – your customers love research and planning so you should give them what they want online

Remember the last time you bought a washing machine – now that was a great day! Wasn’t it wonderful pouring over technical details and energy efficiency ratings before….please stop….boring! This is so boring! You’re thinking…. ‘Life is just too short for this’!

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Posted in Web content and digital marketing

Time to get some putty on your hands – what a copywriter can learn from a salesperson

One glance from across a crowded shop-floor and you knew it was over before it even began….. Ever been putty in the palm of a salesperson’s hands? Be honest now. Do you remember that time you bought something really special?

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Posted in Uncategorized, Web content and digital marketing

Why the white paper is a must for Irish technology providers targeting the SME market

You’ll probably agree that it’s very hard to sell something to someone who’s never bought something like it it before. Technology providers and those from other innovative sectors face this problem all the time. It’s no secret that Irish SMEs

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Posted in Web content and digital marketing