About a decade ago, Arianna Huffington, founder of the Huffington Post, was your typical entrepreneur – a workaholic one. But then her world changed when she fainted from exhaustion, hit her head on her desk and suffered multiple physical injuries. After learning her lesson, she started recommending to professionals everywhere to “sleep their way to the top.” As in, actually get enough sleep if you want to lead successful campaigns. But while sleep is important and you should totally prioritize it, what you do in your waking hours also matters. That’s why I want to encourage you to also laugh your way to the top.
I talk to a lot of marketers in my work as a freelance copywriter, and a common thread, no matter the industry, is that marketing managers get the importance of content marketing, but don’t always know what’s the best way to implement it. And I totally get it. We’re constantly bombarded with new strategies, techniques, platforms and technologies, that it’s challenging to decide what to try or what to do first.
What does it mean to do something "like a girl"? That was a premise of an ad for feminine hygiene products, that went on to become the third most popular YouTube ad of the past decade. Always, the brand behind
It happens to every marketer. You want to reach a particular sector of prospective customers, but no matter what you do, your prospects don’t convert as much as you’d like. That’s what happened to me with an industry that was especially challenging to sell to. I got through from the back door, writing for companies that serve multiple industries, including this one, but I wanted more. I’ve been using case studies for years – from the time I collected thank you notes from customers at my first job, where no one believed we had any satisfied customers – but I’ve never used them to introduce myself to companies I want to work with. It was time to step up my game – and it worked. As a result of incorporating case studies in introductory emails, I doubled my response rate, closed the deal with a higher-than-usual percentage of the companies I pitched – and it was one of my shortest sales cycles ever. And still, there’s a problem with case studies that too many companies face.