12 Insider Techniques to Increase White Paper Leads

Are you selling your white papers short with poor merchandising? Many sites offering “free” white papers, case studies, or resources in exchange for some visitor information utterly fail to merchandise their downloads. Yet if your website doesn’t treat your white paper as containing valuable information, your visitors won’t either. The problem starts by thinking of these downloads as free. You’re asking for something extremely valuable to both you and the visitor, their contact information. To get this valuable information, you…

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10 Steps to Optimizing Copy and Content

If we could spend only a few minutes working together to optimize your website, we’d still get results starting with a process. When evaluating and improving any type of content or copy, there is a quick 10-step process you can use. 1. Headlines. Why are headlines first? They are the critical attention-getters that allow your visitor to determine if the page is relevant to her needs in just a few seconds. Readers of your pages scan the headlines and sub-headlines…

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The Future of Publishing and Advertising

No one knows exactly when the first advertisement was published on a printing press. We do know: In 1609, a British newspaper published an ad for migration opportunities to America. For hundreds of years, ads and print went hand and hand. Then came the Internet. AT&T was the first to pay HotWired to display the first ever online ad; a 468 x 60 banner that came to life on October 25, 1994. Do you remember the days of explosive CPMs?…

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7 Ways to Increase and Retain Newsletter Subscribers

Newsletters continue to serve as an effective way for businesses, from retailers to B2B services, to stay in touch with their customers. In my last column, I shared the simple but powerful technique of using point-of-action assurances to convert more visitors into taking the actions you want them to take – such as using the words “we value your privacy” anywhere you want someone to provide you with their e-mail address. Here are some other tips you can use to…

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6 Marketing Secrets Not Worth Sharing

In the space of a few weeks I’ve had my material “ripped off” twice. One instance was OK by me, but one instance was not. The differences open up important questions at the forefront of the new rules involving content, sharing, social media, and copyrights. Today, ideas spread quickly. Volumes of great information are shared through Webinars, e-books, and social media tools like Twitter, Facebook, and SlideShare. Tracing an idea, insight, or fact back to its original source can be…

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What Marketing Skills Will Be Needed in 2010 and Beyond?

At several conferences that last few months and in several emails, there is one question that keeps popping up, what is the critical skill for marketers to have today. Hal Varian, Google’s Chief Economist recently said that the “…sexy job in the next ten years will be statisticians…The ability to take data—to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it.” I agree with Mr. Varian completely. However, I’d like…

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How to Launch a Newsletter That Readers Want to Read!

This week marks the 15th anniversary of my good friend Dr. Ralph Wilson’s newsletter, Web Marketing Today. Dr. Wilson’s newsletter was among the first newsletters I subscribed to in the mid nineties that got me started on my path to understanding what was happening on the internet. To this day I still open and read almost every newsletter I get from Dr. Wilson’s first business venture back in 1995 was designing and building websites for small and medium businesses,…

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