Monthly Archives: January 2017

Jan 23

Get on the proof train and rock your biz — fo’ shizzle!

By Renae Gregoire | Online marketing , Style , Tone , Voice

A new breed of business owner wants to help you rock your biz–so you can rock your world.It’s the mom-preneur, dad-preneur, wantra-preneur, solo-preneur, heart-centered-preneur, healer-preneur, wellness-preneur, and other-preneur. The gurus, biz bosses, thought leaders, and experts in their various topics who started online businesses a year or so ago, and are now out there full […]

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Jan 22

Is your business struggling? You might need softness.

By Renae Gregoire | Customer experience , Empathy , Lessons learned

Softness. Such a lovely word. It brings to mind pillows and clouds. Feathers, warm towels, and cuddly kittens.​ But I doubt “softness” is a term you’d associate with a struggling business, so it’s probably not a “solution” that’s crossed your mind.  Whether you’re finding it hard to win customers, attract prospects, gain traction, or even break even […]

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Jan 21

“Your company sucks!” The value of negative feedback

By Renae Gregoire | Customer experience , Freelance fails , Marketing

Have you ever been swayed by a company’s testimonials? You know, those customer statements that tell you why you should buy? As a prospect, you read through the glowing testimonials thinking, “Gee, if all these people were happy, then maybe I will be, too!”​ Trouble is, no company willingly publishes negative testimonials. Amazon and Yelp aside, could you […]

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Jan 21

How to bring your marketing content to life

By Renae Gregoire | Content , Differentiation , Web content writing

Marketing content: Heaven (and sales) is in the details.  Quick question for you:What do you see when you look at this postcard? It’s nice, right?Maybe, if you like snow.But to truly appreciate the image takes a little imagination.​ For instance, imagine standing in the scene yourself, right where the photographer stood, seeing that exact view. Your hands […]

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Jan 20

The “please pay more since you are my customer” pricing strategy

By Renae Gregoire | Customer satisfaction , Ecommerce , Online marketing

The email may as well been headed: “Hey, you already paid full price, so this deal is not for you.” I’m so annoyed with MarketingProfs.  And a little with myself. I’m a PRO MarketingProfs member, which means I pay an annual fee for access to special content and events like webinars. I also get PRO member discounts […]

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Jan 18

Should we expect even memes to be usable?

By Renae Gregoire | Annoying websites , Social media , Usability

Poke around my website and blog. You will quickly notice I carry the banner of usability: Usable websites! Usable documents! Usable applications! Usable hardware! Usable … memes? Okay, so your business may not be in the business of creating memes. But, if it was, I’d say that even the lowly meme and how you present it deserves consideration and attention to […]

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Jan 17

How to differentiate using your logo

By Renae Gregoire | Differentiation , Logos , Marketing

My goal is the same as yours: Differentiate! You’ve heard it said that one of the chief goals of marketing is differentiation: Showing, telling, and illustrating to prospective customers why your product, service, or solution is better, faster, stronger, the right choice.I faced the differentiation dilemma when developing a logo for my freelance writing business; perhaps […]

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Jan 17

How to reduce shopping cart abandonment

By Renae Gregoire | Annoying websites , Ecommerce , Usability

Is your ecommerce site loaded with minefields, each of which may cause shopping cart abandonment, and inadvertently kill a sale? What kind of minefields? Consider:​Site speed, or how long customers wait for stuff to load​Product reviews, either on your site or elsewhereProduct visuals, whether images, videos, or the lack thereofContact details, whether easy to find or […]

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Jan 13

Adwords campaign for training products

By Renae Gregoire | All , Direct mail and email samples , Online advertising , Online marketing

​An Adwords campaign to sell online and DVD trainingThis client, a producer and distributor of online training programs for individuals and corporations, wanted to run an Adwords campaign to push people searching for various keywords to specific landing pages.To create the campaign, I first studied Adwords to understand how to deliver the best results. Then, […]

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Jan 13

What’s your differentiation? Your “disruptive”?

By Renae Gregoire | Differentiation , Marketing , Online marketing

What’s so special about you? Why should your prospects care? What’s your disruptive? Whitney Johnson’s HBR article on career change, innovation, and disruption really got me thinking—not just about my disruptive skills (although I am thinking seriously about them), but also about a company’s disruptive ability, or even a document’s disruptive power.By “disruptive,” Whitney means unique, […]

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Jan 08

Web content for consultants

By Renae Gregoire | All , Web content samples

Selling yourself through your web contentIf you’re a consultant, then you already know that when you’re selling your services, you’re really selling yourself. You also likely know that buyers of your services often form first opinions of you based on your website content.That’s why I like to interview my consulting clients, and why I’d like […]

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Jan 08

Web content for an online store

By Renae Gregoire | All , Web content samples

Using web content to convey a sense of qualitySometimes companies want web content to project a clear voice, whether it’s a sassy, “we can help you” confidence or a lyrical, “we mean quality” refinement.This company–a provider of handcrafted Amish gazebos, decor, and furniture–wanted the latter to draw readers in and help them envision their lives […]

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Jan 01

Flyer: For a Network Consultant

By Renae Gregoire | All , Other content samples

Informing the local market about a new network consulting businessThis flyer for a network consultant launching a new business engages the reader by asking lots of questions, such as “Having trouble with Windows? Tired of yesterday’s technology and software?” In this writer’s opinion, questions to engage the reader beat a bulleted list of “services offered” […]

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