Important Archives - Steve Maurer Freelance Writing

Steve Maurer April 7, 2018 Leave a Comment

Your customers are NOT content cows

And they don't live in a herd. Momma and I were taking a Sunday drive in the country last week. We passed a bunch of cows in a big field. Yeah... I know. It's called a herd. I didn't get out to go look, but I’m pretty sure they had brands on their butts. You know what a brand is, right? It’s that little mark that’s burned into their hides to mark ownership. If someone tries to steal them away, that mark identifies the ranch they belong to. Your customers are not cows. They don’t live in a herd. Your brand is not burned … [Read more...]

Steve Maurer September 7, 2016 Leave a Comment

The Porridge Was Just Right – Goldilocks

How's that for a testimonial? I hope you'll cut me a little slack here. After all, I'm not just a B2B copywriter. I'm a grandpa … with twin granddaughters! They're not quite a year old and not too picky about what I read to them. They grin no matter what I say. I could read The Wall Street Journal to them and they'd be happy as little meadowlarks. But their big sister, the Bug, is different. If she's heard a bedtime story before, I'd better read it right! For example, if I pull Goldilocks and the Three Bears off the shelf, she'll … [Read more...]

Steve Maurer August 23, 2016 6 Comments

I Read Your Web Copy … I Have NO Idea What You Do!

Compare these two web copy samples. Example #1 When constructing advertorial messaging for business-to-business clientele, both for the printed medium and the widely accessible digital forum of the internet, I have found it expedient and obligatory (to wit, more operative) to craft verbal rhetoric that elicits an emotive response, buttressed by the explanatory rationale, which, by its inclusion, allows the corporate purchaser to justify the procurement of said items to the powers that be. Furthermore, the verbiage employed should coincide … [Read more...]

Steve Maurer October 10, 2013 Leave a Comment

How Google Search Saved My Post

I’ve got to admit it; it was a dumb move on my part. I don’t know how it happened, but I lost a posted article on my writer’s site. It was one that I was really fond of and had worked hard to write. But it was gone and I was at a loss for words – pun intended. Let me tell you what happened and how Google saved my bacon this time. But first I need to give you some background. My Wife’s Site on Google For the past two weeks my wife and I had been working on her new sewing business website. The static pages were pretty well finished and we had … [Read more...]

Steve Maurer April 8, 2013 Leave a Comment

Give Your Business Prospect a Name

Knowing your targeted business prospect makes writing content and copy much easier. While that’s well known, many copywriters and their clients don’t dig deep enough into their prospects’ overall image. Visualizing the reader makes the finished product even more effective. A worksheet that I use helps build a 3-D business prospect image. Starting with a blank slate, I fill in the blanks until the reader appears as a living, breathing person. This process takes time, but it’s worth it. Building a 3-D model I’m a big fan of science fiction TV … [Read more...]

Steve Maurer January 14, 2013 Leave a Comment

An Important Part of Your Marketing Strategy

Promoting the Total Cost of Ownership Buying a product or service involves several steps. In fact, it's more of a process than an action. Similarities exist between consumer marketing and business-to-business marketing. However, there are some important differences when marketing B2B. An effective marketing strategy includes explaining the total cost of ownership. What is a Total Cost of Ownership Marketing Strategy? The TCO is easy to define, but hard to figure at times. Simply put, the total cost of ownership includes the net cost incurred … [Read more...]

Your customers are NOT content cows

The Porridge Was Just Right – Goldilocks

I Read Your Web Copy … I Have NO Idea What You Do!

How Google Search Saved My Post

Give Your Business Prospect a Name

An Important Part of Your Marketing Strategy

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Contact Information

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