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Beware of Testimonial Thieves

January 16th, 2015

You already know testimonials are like gold dust.

They give potential clients a glimpse at what you’re like to work with and an idea of how you’ve helped other companies.

You also know they have to be attributed to a specific person because there are so many bogus ones out there. Read the rest of this entry »

Top Women Social Media Pros in 2014

December 5th, 2014

To honor women who “rock” the social web, we’ve been publishing a list for the past 4 years and  2014 marks the 5th. That’s about 100 social media pros we’ve featured ranging from marketers to business owners to those using social media to advance a cause. Many of those honorees have reached out to share they’ve benefitted in many ways from those lists ranging from general notoriety to career advancement. Read the rest of this entry »

The Importance of Being Human in Your Marketing

October 17th, 2014

There’s no room for personality in business.


Are you sure about that?

If you are the type of business owner that believes all your marketing communications should be straight, professional and (for want of a better word) boring, it’s time to be enlightened. Read the rest of this entry »

AOL Announces New Venture For Women-Led Tech Start-Ups

September 26th, 2014

AOL announced a new venture fund focused on early stage investments in women-led consumer internet start-ups, and appointed Susan Lyne to run it. It’s called the BBG Fund. Read the rest of this entry »

Create a Brand Through Content Marketing

September 5th, 2014

Whether you’ve been in the digital and content marketing game for just a few years, or since before the expression “content marketing” was popular, the tools exist for bright minds to create a brand and communicate their thought leadership. Powered with experience, great ideas and a passion for knowledge attainment and sharing, people like Heidi Cohen have walked the talk with content marketing by using content to advance their position in the digital marketing world. Read the rest of this entry »

Proof That Social Calls to Action Work

August 8th, 2014

Any marketer worth his or her salt knows the power of the call to action, but some feel it too much to include them in their social media marketing. Read the rest of this entry »

The Length of Content Marketing – how long should your blogs be?

July 11th, 2014

You know you need content.

You know it must be genuine, interesting and relevant to your audience.

You know it takes time to create.

But do you know how long your blogs and articles should be? Read the rest of this entry »

Social Intelligence: The Right Sequence for Success

June 13th, 2014

Over the past few years there has been a lot of discussion about how to measure digital content and social media activity. Most of the focus has been on measuring after you have put out  content online and in social media. However, many businesses miss the value of gathering social intelligence. There’s a goldmine of data you can, and should,  tap into before you create any content. Business intelligence has always been highly prized, but hard to come by. Social intelligence is much easier to gather, if you know how. Read the rest of this entry »

5 Content Types That Don’t Overtly Sell

May 16th, 2014

According to Neilsen, less than 50% of customers trust any form of advertising.

That confirms what I’ve long believed – the best content marketing doesn’t push or overtly promote your products, services or brand.

Yes, you really can produce content that doesn’t shove selling in your customer’s face. You see, great content is all about offering advice, information and tips and here’s how you do it. Read the rest of this entry »

How to Create an Irresistable Offer

April 25th, 2014

You have to hit the spot if it’s to have any effect.

But how do you make sure you find the right spot and hit it?

It all comes down to understanding your audience.

The following 7 tips will help you work out whom they are and what you need to say to make them want to buy.

7 ways to create an irresistible offer

1. Audience

If you don’t know who your audience is, your offer is dead in the water.

Let’s face it if you’re trying to sell acne cream, you’re going to have more luck with hormonal teenagers who are desperate to find a wonder product that will leave their skin blemish free, than if you were addressing senior citizens.

Understanding your audience, the problems they have and what it is they really want is essential when formulating your offer.

2. Value

The next thing to think about is the perceived value of your offer.

To make it irresistible it must be greater than the cost of the item. That’s why offers from companies like Groupon work so well. Who’s going to turn down a spa break that’s 80% off the normal price?

3. I want one!

Have you noticed that when the latest games console, iPhone, or designer outfit is launched there’s a sudden buying frenzy?

The reason behind that is twofold. Initially, you have the ‘I must be the first to own it’ crowd who rush out and queue up at an ungodly hour just to be one of the first to have it. Then, as all your friends who fall into that category use the item and tell everyone how great it is, you don’t want to be left out. After all, if all those people bought it, it must be good – right?

This is one of the strongest buying motivators – if hundreds, thousands or even millions of people have bought the product, the perception is that it must be good resulting in even more people buying it.

4. Take away their pain

Most of the time, people are looking for a solution to a problem.

But more than that, they also want to experience pleasure in its place. So not only does your offer have to take away the pain they are feeling, it also has to make their life better.

Holidays, as an example, just offer pleasure. But an offer for balding men to help them regain their lost lustrous locks and so become more attractive to women not only solves their problem (hair loss), it also comes with added benefits (extra female attention).

5. Keep in simple

The one thing you don’t want to do is make your offer so complicated it puts people off.

Stick with the good old ‘2 for 1’ or ‘become an expert at the Waltz in a week’ – something that is easy to understand.

6. Guarantee

Your offer is nothing without a great guarantee.

Money is tight, so people will be more inclined to buy your product if they know they are covered should it turn out not to be what they wanted. Plus, it will help build trust. After all, if you’re happy to give a no quibble money back guarantee you must have confidence in your product.

7. Incentives

The buying public are a canny bunch and might need a bit more persuasion to part with their hard earned cash.

That’s where incentives come in. There are 2 main types:

  • Exclusivity – only a certain class can afford it
  • Scarcity – stock is limited in number, or the offer is only available for a certain time period

Both of these have the effect of dangling a carrot in front of your audience, giving them the final nudge they need to buy.

Coming up with a winning offer takes a lot of thought and research and key is how well you understand your audience.


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