by jimchicago | Apr 8, 2013 | Strategy & Tactics, Testimonials
We’ve discussed the need for testimonials that focus on the primary benefit of your product or service. Remember that you also need testimonials about your product’s less prominent benefits … just as the star of a show needs a supporting cast, and...
by jimchicago | Apr 4, 2013 | Strategy & Tactics, Testimonials
I hope the example in “Testimonial Power Part 2” helped you write a brand statement that can guide you in building a great set of testimonials. But there’s something else I should have mentioned in that post: the importance of audience research. More...
by jimchicago | Mar 14, 2013 | Copywriting for Web, Strategy & Tactics
What is the difference between strategy and tactics in marketing? Does it really matter how these words are used when planning and executing a marketing campaign? Yes, it does matter, especially when working with a copywriter, designer, or other marcom-service...
