TIP: Focus your copy on one idea.
EXAMPLE: A vintage ad built around one idea
THOUGHT: The traditional top-down content approach can be turned on its head.
Marketing teams often find themselves on a hamster wheel of perpetual website redesigns. This is often not the best use of their time, because while a website is important, it is just one tool in your marketing toolbox. Over-value it at your peril.
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Your sales team is a great source of feedback on your content. Use them!
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There’s money to be made by marketing to the middle of your purchasing funnel. So why isn’t anyone doing it?
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It can be painful, but you’re better off walking away from a piece of content that just isn’t working.
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