October 16, 2019

11 digital marketing principles for earning the trust of skeptical customers

The Web enables you to create interactive dialogs with customers and prospects. But they don’t want to be rushed into a relationship. You still have to earn it. The age of skepticism has been with us for years. It began well before social media and all the other digital marketing channels we have today. You […]

Web copy: What you don’t know will hurt you

There is a difference between Web copy and Web content. It is the difference between getting subscribers, clicks and customers – and being ignored. Or worse. Here is an example that illustrates the point. A year ago I was searching on LinkedIn for people with SEO expertise. When I went to the top ranked profile […]

Brand journalism, yesterday and today

My first marketing mentor was fond of saying, “The old is forever new.” I think he would be fascinated by the concept of brand journalism today. He’d consider it old-school. Except for the technology, of course. Back in the 1970s he founded a direct marketing agency that was among the first to produce hybrid direct […]

You can learn a lot about brand storytelling from this classic direct response letter

  “On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future. “Recently, […]


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