Recent Blog Posts

Genius Marketing for Boring, Complex, or Non-Differentiated Products

B2B marketing, blog, content marketing, copywriting // 12.16.2015

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Genius Marketing for Boring, Complex, or Non-Differentiated Products

How do you market and sell the the tough stuff? Hear my podcast with the good people at Salesforce’s Marketing Cloudcast.

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Tackling the Tough Marketing Challenge, Part III: The Complex Service

B2B marketing, blog, copywriting // 12.14.2015

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Tackling the Tough Marketing Challenge, Part III: The Complex Service

Complex services make for complicated marketing. But you can eventually land the big jobs by offering something small first. Here’s how.

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Tackling the Tough Marketing Challenge, Part II: The Parity Product

B2B marketing, blog, copywriting // 12.10.2015

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Tackling the Tough Marketing Challenge, Part II: The Parity Product

When your product is the same old, same old, how do you say something new? Here’s how to associated your parity product with meaningful distinction.

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Tackling the Tough Marketing Challenge, Part I: The “Boring” Product

blog, copywriting // 12.08.2015

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Tackling the Tough Marketing Challenge, Part I: The “Boring” Product

There are no boring products, just bored marketers. Here’s how to make yourself interested so that you can make your marketing interesting.

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Featured Article

What Are You Going to Do About Content?
You’ve heard all the buzz: marketing is no longer about interrupting prospects with your messages (outbound marketing), but luring them with content that means something to them (inbound marketing). Mike Volpe of HubSpot says that today, marketers are publishers. Seth Godin (he of the purple cow and the shiny head) says this kind of marketing is the only kind left.

I’m not quite as apocalyptic as all that, but…

I can feed your sales pipeline.
But I can also teach your people how to fish…

I love writing for my clients. But sometimes, your best bet is to have me teach you and your colleagues how to create compelling content…write magnetic Web copy…tell unforgettable business stories…and craft sales-and-lead generating offers. Bring me to you through my in-house marketing writing seminars.