Don’t Just Make A Claim When You Can Make a Case

Don’t Just Make A Claim When You Can Make a Case

B Y   T O M   T O R T O R I C I    If you live on planet earth, chances are you have been bombarded from all angles by weak, unsubstantiated marketing claims. The net effect has been the psychological shell that each of us has grown that I call ‘buyer’s armor.’ Put...
Web Writing And The Amazing Power of Strategic Questions

Web Writing And The Amazing Power of Strategic Questions

B Y   T O M   T O R T O R I C I    People, as a whole, don’t like to be told what to do. Do you? Yet web writing on business sites is typically focused on … telling people what to do. Buy now. Click here. Fill out a form. Is there a better approach? Would I be asking...
A Website Writer?  Why Would You Need One of Those?

A Website Writer? Why Would You Need One of Those?

B Y   T O M   T O R T O R I C I    Why bring in a website writer when you can simply write it yourself? Well, read on. Then you decide. It’s true, no one else knows your company as well as you do. But here’s the thing: people with something to sell tend to write with...
How People Look at Your Website: a Q&A

How People Look at Your Website: a Q&A

B Y   T O M   T O R T O R I C I    When people go to one of my web pages, where exactly does their eye first land? It naturally lands at the upper left, but not all the way in the corner. Then where does it go? Left to its own devices, the viewer’s eye moves down and...
Marketing Strategy Begins With This One Crucial Question

Marketing Strategy Begins With This One Crucial Question

B Y   T O M   T O R T O R I C I    Once you fully understand the question, you’ll wonder how any brand (including your own) could function without addressing it. It’s a query so fundamental that it drives everything that comes after it. There are only two possible...
Copywriting Best Practices: A Better Way to Boast

Copywriting Best Practices: A Better Way to Boast

B Y   T O M   T O R T O R I C I    Knowing what to do in life often starts with learning what not to do. So maybe an exploration into copywriting best practices should begin with a deeper look into the field’s worst practices. For example, we’re used to...
What Is Quality Content, Anyway?

What Is Quality Content, Anyway?

B Y   T O M   T O R T O R I C I    Google says they reward websites with ‘quality content’ in their search rankings – in fact it’s supposed to be one of the leading ranking factors these days. Why? Because, well, that’s the kind of content people are drawn to, and...
Approach the Buyer’s Journey From The Buyer’s Point-of-View

Approach the Buyer’s Journey From The Buyer’s Point-of-View

B Y   T O M   T O R T O R I C I    Marketers tend to look at the buyer’s journey kind of like behavioral scientists watching mice in a maze. They may learn how to tweak their websites to marginally improve conversion metrics. But this approach tends to objectify...
Be Sure Your Web Images Are Optimized for Humans

Be Sure Your Web Images Are Optimized for Humans

B Y   T O M   T O R T O R I C I    I’ve always been fascinated by communication. All kinds of communication. What I’ve learned is, it’s not always just about transferring information. It’s also about, well, engaging people, drawing ‘em in, so they stick around long...
The 7 Buyer Persona Questions You Really Want to Ask

The 7 Buyer Persona Questions You Really Want to Ask

B Y   T O M   T O R T O R I C I      Of course I want to understand who I’m selling to; otherwise how would I know how to sell to them? But when marketing B2B products and services, strategists sometimes ask irrelevant, even pointless, buyer persona questions, while...