Case study: Blogs and newsletters

TucanaAn IFA asked his clients what they thought of his company’s service, and what would make them rate it 5/5. Here’s what they said:

  • “A ‘little’ bit more contact”
  • “Having more active engagement on a proactive basis”
  • “If an opportunity came along in between our 6-monthly reviews… proactively bring that to our attention”

A contact recommended him to me, to help write regular blog posts that can be compiled into a monthly newsletter.

Let’s face it, most financial advice is delivered in a dry, dull and boring style. So we agreed that each post would start with a real-life story, to act as a ‘hook’ and draw readers in. What’s more, instead of graphs, charts and clip-art cartoons, each post would include an intriguing photo to add visual interest and differentiation. Of course the bulk of each article would be topical, useful and interesting news or advice that is relevant to his audience, so demonstrating his expertise.

Now, his clients are commenting:

  • “I read the insights you shared and thoroughly enjoyed the way they are written.”
  • “I found [your insights] both interesting and entertaining, unlike some of the dull and long-winded fare that gets distributed most of the time”
  • “I look forward to future editions… Keep them coming.”

Would you agree? Read the blog.


The hardest copy you will ever write

When you start a new business, you may well decide the first thing you need is some business cards.

You are likely to be tempted by online deals, offering you hundreds of business cards for little or no cost. Suppliers tease you with templates that you can update yourself to make it really easy.

But, as with all marketing, even your business card has an objective.

In most cases, the objective is to share your contact details in a way that encourages people to get in touch. They will only do that if your card is written and designed to be compelling. And that takes careful thought.

Suggested content

You might be wondering how much copy fits on a business card, so here are some ideas:


How to make your call to action buttons work better

Buttons When I was masterminding at the Ritz recently, Chris Haycock of CliqTo told us how changing the text on a hotel website button increased clicks by 45% in the first ten days. He admits that more influences might be at play, and the long-term results are not yet known.

The original button just said:
Details & availability

The new button includes a calendar icon, and says:
Show availability
Hotel details, map & prices


Before and after

Read the full story on Chris’s website

A 45% increase in clickthroughs in 10 days is pretty impressive. But why is it happening?


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