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Make It Happen Tipsheet

  • Testimonials and References

    Testimonials and References

    When you make a purchase decision, what is the one thing, more than anything else, that gives you confidence that the other party can (and will) do what they promise? Yes, statements of work, contracts, and case studies all play a role.  But what about references and testimonials? References are those conversations [More]

  • 11 killer copywriting techniques

    11 killer copywriting techniques

    Here's a question you don't get asked every day: how much do you really know about writing?  And more particularly, the craft of copywriting?  Unless you do this for a living or had extensive training , the answer is likely not very much. Yet no matter your particular role or responsibilities, copywriting is an [More]

  • Viewpoint: the Unintended Consequences of Low Fidelity

    Viewpoint: the Unintended Consequences of Low Fidelity

    It wasn't that many years ago that both people and organizations craved higher and higher fidelity: 7.1 Dolby Digital sound, Ultra High Definition TV screens, and so on. Today though, mobile (and digital) is driving size in the other direction: smaller. An unintended consequence, however, is that the fidelity of the user experience has also dramatically [More]

  • Insight: Unpacking the Trust Curve

    Insight: Unpacking the Trust Curve

    Have you ever felt that you were being "sold" to?  Perhaps an over-the-top marketing campaign, or perhaps a slightly-too-pushy salesperson?  If so, then you're not alone; the question, however, is why.  And why do organizations so often encourage such off-putting activities? Some of the obvious reasons: The momentum of the [More]

  • Today Marketing or Tomorrow Marketing

    Today Marketing or Tomorrow Marketing

    Think what it was like to be Lewis Downing Jr:  Back in the mid-late 1800's, he was the President of the Abbot-Downing Company, one of America's most celebrated stagecoach manufacturers.  He was at the top of his game, literally opening up the west with his vehicles.  Lewis Downing Jr. supported an entire [More]

  • Viewpoint: Expert-writers and Writer-experts

    Viewpoint: Expert-writers and Writer-experts

    While the internet has changed the world of publishing fundamentally, the world of writing has been fundamentally shifted as well. Consider who is actually doing the writing: Professional writers are educated in the craft of investigation and written expression, and spend an entire career learning how to convey complex concepts [More]

  • Three approaches to mobile responsive design

    Three approaches to mobile responsive design

    If you use the web on a mobile device, do you ever get frustrated by a site that forces you to pinch-and-zoom to read the content?  Or a mobile website that seems to hide what you think is key information - like the street address and phone number? If your [More]

  • Insight: How not to sell

    Insight: How not to sell

    Marketing and sales are at the core of almost every organization. Whether it is writing a proposal for a prospect, encouraging a person to join your organization, or selling an internal team on a concept, the act of gaining alignment and commitment is critical. More evidence of the importance of [More]

  • Web site testing fundamentals

    Web site testing fundamentals

    Most marketers understand the basics of putting up a website, but rarely get a glimpse into what is likely the most important part of the process: testing. Done properly, testing is time-consuming. When the schedule (or budgets) are tight, unfortunately, it is the first thing to go. And when this [More]

  • Building engagement and community

    Building engagement and community

    Engagement and community both seem to be the ultimate goals for those involved in the Social Media game. Yet building it seems shrouded in mystery; ask many successful community managers, and it is a combination of secret sauce, luck, and a strategy that has been built after-the-fact to explain their [More]

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