Your best content is never about you

Want to get found on the Web? Want prospects to relate to what you’re saying? If what you do is new, what makes you think prospects are searching for it? Rather, consider what prospects are thinking, and typing, at the time when they are in a frame of mind to care. Otherwise, your site may become just one more lonely corner on the Internet.

Only much later will it be time to differentiate your product from all the others. Remember; connect first. Show-and-tell later, much later, maybe never. There are better ways to connect.
First prospects have to know that you have been listening to them, that you understand their concerns, their needs and wants. That’s why great marketing content is never about you. It’s about them. But that’s hard to write. Right?

Click here to learn more, or call us at (314) 772-1185.

Great content is often missing from lead-generation programs.

In our last newsletter we wrote about techniques for getting people to your site, known as search engine optimization. When you get them there, site visitors need a reason to care, and a reason to click around. For that to happen, your content needs to click with them.

In the art of copy writing for Web, you must dole out content in spoonfuls, leading visitors one click at a time until your goal for their visit has been achieved; for example, when they have volunteered their identity to you and agreed to receive your messages.

Despite the reach of on-line marketing, most sales still originate off-line because very few companies effectively relate to their audience on-line. Most organizations write about themselves, which presents a competitive advantage for those who know better.

Originally published November 14, 2006, as an e-mail sent from the BentonsEdge web site. Written by Dan Davison.

So you have a web site, but is anyone finding it?

One way that business people find goods and services is to search the web. It’s up to you to optimize your site to make it easy for search engines to serve up your site when prospects go searching.

Think you can get people to contact you by just writing about your new technology, great ideas, or by giving away white papers? If what you do is new, what makes you think prospects are searching for it? Rather, consider what prospects are thinking, and typing, when they are in a frame of mind to care about what you offer. You need a strategy. Otherwise, your site will become just one more dark corner on the Internet.


Click here to get more information about search engine optimization as part of a lead-generation program.

Click on the graphic above learn more about search engine optimization. And call us for more information, tel. (314) 772-1185.

Search engine optimization is part of a managed lead-generation program.

Getting noticed on the web takes know-how, and work. The fifty-cent term for it is Search Engine Optimization, or SEO. Your competitors may not be using SEO, which presents you with an opportunity for competitive advantage. This article is first in a series to help your site be found before competitors’, the first step if your web site is going to generate sales leads.

You need execution. Structuring pages and documents correctly, eliminating common mistakes and getting links on related sites is all part of a managed lead-generation program that includes search engine optimization.

Originally published October 17, 2006, as an e-mail sent from the BentonsEdge web site. Written by Dan Davison.

What can you do to get noticed when no one reads anymore?

You try to make your content meaningful, sure. But who among your prospects has the time to read anymore? How many marketing messages do you receive, and how many do you read? Have you considered communicating visually?

Associate your name with value when you communicate on issues. Stand out, when you communicate visually. Build credibility by communicating regularly.

Click on the graphic for a sample illustration.

Click on the graphic above for a sample illustration. And call us for more information, tel. (314) 772-1185.

Visual communication every month, turn-key service

BentonsEdge marketing and is now offering custom, visual content that welcomes click-though, and monthly outsourced management to get the job done. It’s a turn-key email service that includes great content and turn-key management of direct email campaigns:

• We create engaging illustrations rather than wordy, written content that no one reads.
• We create and send a custom e-mail each month to build credibility with your prospects.
• We can manage the landing page on your site and monitor metrics, providing a comprehensive out-sourced service for you.

Originally published September 26, 2006, as an e-mail sent from the BentonsEdge web site. Written by Dan Davison.

Filling your pipeline is more than luck

Dear Customer,

What does it cost to call one prospect? How many times must you call that prospect until the timing is right and he has a need for your product or service? Assuming that you get lucky and call him when he has a need, why should he listen to you? Wouldn’t it be great if prospects called you when they were ready to consider buying?

Lead-generation marketing efficiently touches your prospects, creating awareness, establishing credibility and you or your company as a thought-leader. Make your own luck.


Click on the graphic to learn about lead-generation marketing.

If you sell customized products & services, today your sales may be limited to your capacity to call and check in with prospects, and on lucky timing. Content, a regular process and automation can help you grow your sales pipeline. Click on the graphic to learn more about lead-generation marketing.

Thought-leadership on tough business issues

In the next few releases of the BentonsEdge Reporter, we will explore how to complement your sales efforts by keeping in touch with prospects with valuable, relevant information. Learn how to grow sales without adding sales staff. Learn how a content and communications service can keep your company top-of-mind with buyers and increase the speed and number of deals.

Information will be packaged succinctly and visually, to deliver the kernel of what we have learned and what you need to know. Please sign up to get the next issue of the BentonsEdge Reporter and receive your free visual story.

Originally published July 18, 2006, as an e-mail sent from the BentonsEdge web site. Written by Dan Davison.

Getting entrepreneurs to market faster

Dear Customer,

With resources in place, you’re planning your product launch. Want to give yourself the best chances of success while eliminating unnecessary work and spending?

Take a look at our latest one-pager, assembled from the experience of corporate new-business managers, new-company CEO’s, marketing professionals and serial entrepreneurs. It provides an overview of the steps. Use it as a check against your plans, or as a start for a new plan.


What? Capital and other resources are not yet in place? Check out the BentonsEdge library for links to resources for raising capital.

Thought-leadership on tough business issues

One client said it best, “you guys specialize in tough cases.” In the months that follow we will share with you--our friends and partners, our current and future clients--what we have learned working through tough marketing and communications issues related to start-up, market validation, buy-in, product launch and business growth.

Information will be packaged succinctly and visually when possible, to deliver the kernel of what we learned and what you need to know.

Please sign up to get the next issue of the BentonsEdge Reporter and receive your free visual story.

Originally published June 13, 2006, as an e-mail sent from the BentonsEdge web site. Written by Dan Davison.

What investors want to see

On May 9th we promised you a description of how to prepare for raising capital. Well, here it is. Click on the graphic below to go to our site and see for yourself what CEO’s, investors, fund managers and others said they expect when someone comes asking for capital. What are the elements of your plan, of your story for investors?

In a single page, see what you need to do to get ready for capital.

Thought-leadership on tough business issues

One client said it best, “you guys specialize in tough cases.” In the months that follow we will share with you--our friends and partners, our current and future clients--what we have learned working through tough marketing and communications issues related to start-up, market validation, buy-in, product launch and business growth.

Information will be packaged succinctly and visually when possible, to deliver the kernel of what we learned and what you need to know. Please sign up to get the next issue of the BentonsEdge Reporter and receive your free visual story.

Originally published May 23, 2006, as an e-mail sent from the BentonsEdge web site. Written by Dan Davison.

Clueless About Capital?

So you are going to ask family, friends and interested investors to invest in your company. What will they want to know? How should you prepare? What should you tell them? How will you gain their trust? How long will all this take?

You are competing for funds with teams that know the ropes. In the coming issue of the BentonsEdge Reporter, we will explore how to get ready for investment. Clueless about capital? Click to sign up for the BentonsEdge Reporter and receive a one-page visual story on raising capital. It shows what you need—in the order that you need it—according to early-stage CEO’s, investors, operating executives, attorneys and financial consultants interviewed by BentonsEdge. If you are an investor, use the one-pager as a resource with your prospects.

Click to sign up for the BentonsEdge Reporter

In future issues of the BentonsEdge Reporter we will explore other concepts related to product launch and growth:

• How to get buy-in: Getting people and teams to work toward your goals
• Lead-generation: How to get people to call you already interested in what you are selling. Use the right mix of marketing process and sales talent.
• Value Proposition: How to test your ideas in the marketplace efficiently, and develop your most promising market-entry strategy.
• Selling a new product or service in a conservative industry. To some people your value is crystal clear. But not enough people are buying your product. How do you break in to the market?

Thought-leadership on tough business issues

One client said it best, “you guys specialize in tough cases.” In the months that follow we will share with you--our friends and partners, our current and future clients--what we have learned working through tough business issues related to start-up, market validation, buy-in, product launch and business growth.

Information will be packaged succinctly and visually when possible, to deliver the kernel of what we learned and what you need to know.

Please sign up to get the next issue of the BentonsEdge Reporter and receive your free visual story.

Originally published May 9, 2006, as an e-mail sent from the BentonsEdge web site. Written by Dan Davison.