Scott McKelvey Copywriting & Marketing

How the Right Marketing Content Can Speed Up the Sales Process

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Everybody gets the “know, like and trust” component of good marketing content. But most companies don’t recognize how good marketing content – and bad marketing content – affect the sales process. Bad marketing content lacks clarity. It’s filled with shameless self-promotion instead of helpful information. There’s no strategy behind the subject matter, the distribution, or how to incorporate content into your sales arsenal. That ain’t helping anyone close a sale.

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Tired of Dealing with the Wrong Clients? Blame Your Marketing, Not Your Clients.

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How much time do you spend each day on work that you really don’t want to be doing? Do you have clients who, if you had a choice, you’d rather not be working with? When you launched your company, is this the kind of business you envisioned for yourself? This is a common conundrum for small business owners.

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7 Ways a Business Blog Generates Legit Business Leads

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I constantly talk about the value of a business blog, whether I’m meeting people at a networking event or discussing a project with a client. Yes, I make money by writing blog articles for companies that use their business blog as a strategic marketing tool. But I’m such a big believer in business blogging because of my own firsthand experiences. My blog is the reason I was able to take my business full-time and keep it going for the past five years or so. It’s my biggest revenue generator.

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Why It Helps to Go Back to Kindergarten Before Diving into a Marketing Strategy

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A few hours before I sat down to write this article, I watched my daughters board the bus for their first day of school. 8-year-old Caitlin is starting third grade, and 5-year-old Cassidy is off to conquer kindergarten. The drama leading up to the first day of school was relatively minor. Caitlin said she didn’t want to learn multiplication and division. Cassidy had more basic concerns, like knowing where to sit and how to get to the bathroom.

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How a Local Software Company Elevated the Quality of Its Blog Content

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Community Software Solutions (CSS) has been creating online software to support government and nonprofit community programs since 1991. One of their signature products is Eleo Donor Management Software, an affordable, easy-to-use system designed to help nonprofits improve fundraising and build donor relationships. When CSS was preparing to develop online content and ramp up the social media presence for Eleo, they didn’t take the cheap route. No Craigslist, no Fiverr, no discount freelancing sites. They partnered with a large marketing company and paid a premium price.

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Leave No Marketing Stone Unturned: The Email Signature Edition

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Last week, I read a simple, no-brainer tip that made me say to myself, “Hey, moron, why aren’t you doing this?” Ivan Misner, the founder of BNI, wrote a post about including a P.S. in your email signature. Dr. Misner was looking at it from a networking perspective. In addition to your contact information and links to your social media pages and blog, use a P.S. at the end of your email signature to tell people who would be a good referral for you and your organization.

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Marketing Doesn’t Need a Resolution. Marketing Needs a Plan.

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I had a prospect asked me if I would be willing and able to post on social media for his company. They wanted three posts per week on Facebook. This isn’t something I typically do, but I asked a few questions, hoping I could refer him to someone who could help him develop and execute a social media strategy. And maybe I could help him develop original content. I started with a question that sounds simple but is difficult to answer. Why?

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Stop Marketing to Businesses and Consumers, and Start Talking to Real People

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I’ve never been a fan of generic labels for human beings, whether the label is based on race, religion, marital status, income, occupation, sexual preference, political party affiliation, or anything else. I like acronyms even less. I write a ton of content for the IT sector, where acronyms (like IT) run amok. WAN, SDN, MPLS, VPN, IoT, (fill in the blank)aaS, yada yada yada. There’s even an RIP that has nothing to do with dead people.

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Why Aren’t You Sharing Your Success Stories?

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Unless your business or organization has been a complete and utter failure, you have positive stories to tell. And you have clients who would be thrilled to help you tell them. Stories about how you solved problems. Stories about how you made someone’s life better. Stories about how you helped a business achieve a goal or turn the corner. Then why aren’t you sharing those stories?

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How Content Marketing Can Help You Overcome the Trust Deficit

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I was involved in a somewhat heated Facebook debate (eyerolls, I know) and was asked to prove a certain person in authority said a certain thing. I posted a link to a Reuters article with a direct quote. Not good enough. Can’t trust the media. Fake news. Have to see the actual video. That’s just one example of the serious deficit of trust in our country.

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