web copy

Yes, but WHO ARE YOU?

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I'm thinking of buying your product or service. It's a fairly serious decision, and I'm weighing a bunch of tradeoffs. One of my questions, given that I will be trusting you with parts of my life that matter to me, is, Who are you?

As I visit websites that came up in my Google search, after I see that you make what I want, I click on the ABOUT section and look for the Management page.

What do I get?

Two Secrets to writing copy for today's customers

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Marketing copy really is dead. There, I've said it.

That stiff, professional, say-nothing copy used to be all customers had to choose from when they were trying to get answers about a product they were thinking of buying. Now, they can zip past all that marketing fluff and go right to the reviews, or they can post a question in one of their discussion groups and get first-hand, unbiased information from people who have already had experience with the product. They don't need that marketing copy anymore.

Marketers still need to write copy for customers, though, so what's the answer?

Is Your Website Hot?

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When you were a kid, did you ever play a game where one person was blindfolded, and was supposed to find something, with hints from the other people in the room: "You're getting warmer…nope, you just went cold…yep, getting warmer…now you are really, really hot!"

That's what it's like for your website customer. The customer is the person with a blindfold, groping around, and your website navigation and content are the people in the room.

Has a Monster entered your market? Don't let yourself be marginalized

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This pattern is so common it should get special attention in all MBA classes.

A smart technologist creates a great product and builds a company around it. He and his team continue to improve the product and get it out into the hands of people who want it. The technologist - let's call him Mike - is a thoughtful, pragmatic person who understands that you can't build a solid company without creating and constantly improving your internal processes. He learns how to manage effectively. He builds a solid company that grows steadily and stays profitable.

Clueless AT&T versus clued-in MobilityPass

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Here I am again, a buyer. Money in hand. Ready. Eager. Wanting to get what I need, fast, and go back to work. What do I want to buy? International wireless broadband, using a data SIM card that I can plug into a variety of cellular devices and work, on land and at sea. I want to get the right solution, but I also have deadlines - so I don't want to spend a lot of time on this.

Clue #1. Your buyer is BUSY. She is NOT sipping a cup of Java with her feet up, watching your fancy demo. She wants to buy what she needs, now.


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