A case study: what’s working in b2b direct marketing right now
Imagine you’re the marketing manager for a hugely successful business magazine. (And I know that for many readers of this e-zine, that’s not a stretch). So, you’re briefing a subscriptions acquisitions campaign. You want HTML emails, a landing page, banner and skyscraper …
How to write b2b copy that sells
I’ve spent a good deal of the last 20 years writing to professionals and executives. And much of my experience has focused on one area: selling. It might have been for a research report, training course, conference place, advertising opportunity, reference book, …
Using offers to raise response
In business-to-consumer mailings, everyone uses offers. I’m sure you’re familiar with the kind of thing I’m talking about: get a free calendar, save £10, win a holiday. But in business-to-business, some marketeers are a little wary. “Our customers are too sophisticated; they’ll …
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