So What, Exactly, Is……..?
Embodying Your Brand

When you choose an identifier for your business, you’re immediately faced with the question of defining it for your clients…and for yourself. What does XYZ mean, and who are you in relation to it? For example, what is copywriting? I’ve often been faced with this question at networking gatherings.  I…

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Does Your Site Serve Your Visitors’ Needs?
Check These Seven Telltale Signs

When you’re setting up your website, it’s the most natural thing in the world to think it’s about your business – your mission, products and services, history, success stories, etc., etc. After all, this is what your customers want to know, right? Actually, no, it’s not. Unless your visitors entered…

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Banish the Terror of the Blank Screen

You held out as long as you could. “I don’t want to be a blogger,” you said. “I don’t see the value to my business, and besides, what would I say?” But one way or another your objections were overcome…fired up with enthusiasm,  you set up your blog, sat down…

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You Work Hard for Your Site Visitors…
Now What Do You Do to Keep Them?

Whether you’re running a brick-and-mortar shop, a sleek office in an industrial park, or a website, you have one goal in running your business: GET TRAFFIC!! It doesn’t matter whether “Traffic” means literal feet passing through your doorway, telephones ringing, email alerts pinging, or visitors following links or entering keywords…

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How Do You Market When the Product is You?

My 22-year-old son is graduating from college as a Mechanical Engineering major this May, into one of the wickedest job markets in the history of the country. He looked over at me this morning as he was skimming through yet more online listings, and said, “Mom, I just saw a…

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But Does It Sound Right?
Connect to Your Audience with Authentic Passion

Back in 6th grade English class, our teacher was Mrs. C…a small round lady with a 100-megawatt personality and an utter dedication to the English language and its rules. She taught grammar like a science, with sentences diagrammed like chemical molecular structures. And she is one of the biggest reasons…

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Will You Be Heard? Four Tell-Tale Signs of a Confusing Message

If you’re like me, you probably grit your teeth and groan inwardly when you hear a barrage of corporate-speak, loaded with cliches like “leveraging the synergy to take it to the next level” and other conglomerations of nebulousness. What is this person saying, anyway, you wonder, and what exactly is…

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Selling High-Tech Products to Non-Technical Buyers

Penny-pinchers. Tightwads.Cost-cutters.   Not very attractive descriptions, are they? Rather reminiscent of Scrooge in an overcoat and muffler, counting up his fortune by candlelight, perhaps?   But these words take on a new, positive meaning when you’re talking about energy savings these days. It’s not just the “tightwads” who are…

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Greening in Grim Times

With the economy in upheaval, Congress visioning and re-visioning industry bailouts and abandoning clean-energy tax credits, the health care debate tug-of-warring this way and that, and the environment under continuing assault, it’s sometimes tempting to question – how much good can living green really do?The luxuries of enviro-heedless daily American…

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Attract Local Customers with an Online/Real-Time Strategy

On eBay, your customers can “shop victoriously.” On Amazon, Overstock, and the big-box e-commerce sites they can get deep discounts, wide selection, and never-leave-the-sofa gratification. So how can you motivate local customers out of the house and through your door? Actually, it’s not as hard as you might think. With…

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The One Budget Item You Can’t Afford to Cut

For those of us whose parents survived the Great Depression, the recent economic downturn may have stirred deep-rooted reflexes to scrimp and save: cut expenses to the barest minimum, DIY wherever possible. The problem is – applying this mindset to a marketing budget can set off a long downward spiral…

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What’s Driving Consumers This Year?

If it seems to you that the social gaps are widening…between the health-conscious and the, well, not-so health conscious…between Americans pursuing luxury and those pursuing simplicity…between ultra-driven aficionados of caffeine drinks and 24/7 connectivity and slower-paced folks opting for quality of life…well, the Natural Marketing Institute has news for you.…

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Tired of Forests Paying for Your Reading Habits? Here’s a Solution

As the holiday shopping season begins, I’m going to step away from the topic of green copywriting and Internet marketing for just a moment. You see, my friends and I struggle with an environmentally-devastating addiction…. We’re book fiends. Reading addicts. Info-junkies. Oh, we’ve tried the e-book answer…and wound up printing…

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Do Your Clients Understand Your Green Business Language?

This is a little bit of a rant, I’m afraid…I just read an article in GreenBiz News about an EcoPinion survey that found “Consumers Don’t Understand Green Terms.” To quote the key paragraphs of the article: “a survey of 1,000 Americans conducted the first week of November, on communications and…

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