Decode your ideal customers to ignite sales and marketing

Selling to everyone is easy street. You cast your net wide and reel in as many fish as possible. That strategy might work for a while, but it won’t hook your ideal customers. Sooner or later, you’ll struggle to keep your business afloat. Doing the hard work of figuring out who your ideal customers are […]

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The ultimate guide to email newsletters

Email newsletters remain a popular marketing tool, but if you’re still doing them like everyone did in 2006, it’s time for a reboot. Typically, that meant full-length stories that required significant scrolling, self-promotional content that provided minimal value, no way to track the most popular articles and other analytics, and little reason for anyone to […]

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Winning marketing strategies that become losers

Tried-and-true content marketing tactics are all over the internet. “Top 10 best practices …”, “Amazing tips and tricks from the pros …”, “Winning marketing strategies …” Generally, the advice works. Things go wonky, however, when common sense leaves the building. Let’s break down six of these techniques: Tactic #1: Build an insanely great website You […]

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6 top tips for improving your technical writing

Companies sometimes approach technical writing as if they want to lull readers to sleep. They torture them with long, turgid documents that are poorly written, painful to read, difficult to understand and of interest to no one. Admittedly, instruction manuals and spec sheets aren’t exactly sexy. No one expects a software user guide to be […]

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Neglecting customers could cost you

Congratulations! You made the sale. That hard-earned client you’ve been wooing for years finally said yes. What’s your next move? You work on closing the next prospect on your list – and then the one after that and the one after that. Sound good? Here’s the problem: You’re working so hard to attract new business […]

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The biggest website mistake you don’t know you’re making (and the steps to fix it)

Your company’s new website launched three months ago and the CEO is ecstatic. Your clients love it, too. It’s mobile-friendly, segmented for specific audiences and features rich content that converts. There’s just one problem. You didn’t set conversion goals. Without conversion goals, you won’t know how people are interacting with your site and what actions […]

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Fool me once – shame I won’t be visiting your website again

April Fools’ Day is this weekend, perhaps the only date on the calendar when benign cruelty is celebrated, apart from Black Friday. One of the most effective April Fools’ jokes my daughters played on me when they were much younger preyed on my pre-first-cup-of-coffee, semiconscious vulnerability. I stumbled into the kitchen, making a beeline to […]

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