by Margot Lester | Content & Content Operations, Marketing, Advertising & Promotion
Case studies are a terrific bottom-of-the-funnel asset that creates value higher up, too. Back when I was starting out, one of my first gigs was writing case studies for SAS (read one of the ancient gems). In the intervening 31 years, I’ve developed some techniques...
by Margot Lester | Marketing, Advertising & Promotion
Organizational holiday greetings are a nice way to connect to customers, clients, vendors, suppliers and supporters and stakeholders. But creating these missives can be frustrating enough to land you on the naughty list. One of the biggest reasons is waiting too late...
by Margot Lester | Marketing, Advertising & Promotion, Writing/How to Write
Potentially unpopular opinion: Marketing writing isn't all that different from regular writing. It might have some specific traits, like a clear call to action or comparison charts, but honestly, if it's going to be effective at selling something it still has embody...
by Margot Lester | Marketing, Advertising & Promotion
Small Business Saturday (#shopsmall) is a terrific opportunity to engage new customers, increase sales and reward your regulars. And it's likely to be even more successful this year between boycotts and generalized anti-bib box sentiment. Getting the most out of it...
by Margot Lester | Blogs & Blogging, Content & Content Operations, Marketing, Advertising & Promotion, Writing/How to Write
I just heard from a client who's struggling to find freelancers who don't plagiarize and who do cite the most recent data. My first response was a typical "are you kidding me?!" But I held my tongue. Look, if you find yourself having to remind writers about this, you...
by Margot Lester | Marketing, Advertising & Promotion
Are you a compassionate brand? Marketing that's pegged to these observances is always tricky. There's soooo much opportunity to get it wrong -- and many marketers do. Right now, there's a healthy debate going on about brands slapping rainbows on everything and...
