Fueling Ad Agency New Business
The inverted pyramid style of writing works well to produce the kind of content that generates significant targeted traffic to your agency’s blog for new business leads. I recommend using the inverted pyramid style of writing used by journalists where you place the most important information first with a text. It is a common method for writing news stories but works extremely well when writing for online versus writing for print.
If you want to reach prospective clients online your writing for email, eNewsletters, blog post, etc should contain half the word count of conventional text. People read a lot online plus the receive a lot of email. They don’t have time to read a lot of text.
The most frequent advice study of participants had for newsletter creators was to “keep it brief.”
My experience working with ad agencies, many who are accustom to writing for print have a difficult time writing for Web. In order to write effectively online you must understand how people read on the web. Nielsen Norman Group ‘s research found that 79 percent of their test users always scanned any new page they came across; only 16 percent read word-by-word.
In order to write effectively online you must understand how people read on the web.
And how do users read on the web? The answer is, they don’t … they scan. Nielsen Norman Group ‘s research found that 79 percent of their test users always scanned any new page they came across; only 16 percent read word-by-word.
Michael Gass, Business Development Consultant | Speaker | Author of Fuel Lines
Fuel Lines provides new business resources for Advertising, Digital, Media and PR Agencies.
It has been rated among the top 100 marketing blogs in the world, according to Ad Age’s Power 150.
Since 2007, Michael has helped pioneer the use of social media, inbound and content marketing strategies specifically for agency new business.
Read more about Michael
An essential component to your agency's new business program is a prospective client data base.
In my opinion one of the most accurate online database of marketing and advertising decision makers is Winmo. I highly recommend them.
I'm Michael Gass, I'm an author, speaker and a new business consultant to advertising, digital, media and PR agencies.
Since 2007, I have helped pioneer the use of social media, inbound and content marketing strategies specifically for agency new business.
Fuel Lines is my social media 'home-base. It has been ranked among the top 100 marketing blogs in the world, according to Advertising Age’s, The Power 150.
Learn more about me