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June13

Marketing Tip: Don’t Be Creepy

There are many ways to market your business. Some are in-your-face and others subtle … and then there are the ones that are downright creepy. Humans are hardwired for creepiness. Hearing extra footsteps following you down a deserted path is creepy. Seeing the same stranger constantly popping up near you is creepy. Someone repeating seemingly
  • Posted by Ingrid Cliff
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June06

10 Signs That Your Website Is Screaming For a Makeover

Have you ever noticed that wearing tracksuits sneaks up on you. It starts just one day when you forget to get changed after the gym. And then before you know it you live in stained, baggy trackie-dacks with t-shirts holier than the Vatican.   Websites are like that. They start out looking brilliant and shiny
  • Posted by Ingrid Cliff
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May23

Business Lessons from Plastering Holes Punched in the Ceiling

Up until this week, my house had holes punched in the ceiling. To be more exact, there were four squarish holes carefully scattered like stars in the night sky across my ceiling … except they didn’t twinkle and they let the dust into the lounge room and kitchen. And I hated them! They had good
  • Posted by Ingrid Cliff
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May16

The 5 Myths Copywriters Wished You Knew

As a copywriter, my job is to discover your story and then tell it in a way that weaves magic over your audience. I am a professional storyteller – a teller of tales of heroes and daring adventures. Of quests and battles. And of love and connection. But like most professions, copywriters are shrouded in
  • Posted by Ingrid Cliff
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May09

Is Persuasion in Marketing Just Another Name for Manipulation?

Many years ago I used to teach business ethics to government employees. Ethics is a world where you soon discover that black and white really is just a continuum of shades of grey. And while some things are clearly seen as sitting on the unethical end of the continuum, (taking bribes for example), other areas
  • Posted by Ingrid Cliff
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May02

The Persuasive Power of Percentages

97% fat free! Kills 99.99% of household germs! Many pieces of marketing rely on quoting percentages in order to persuade people to their point of view. The only problem is that using percentages may be the most persuasive in all situations. The human brain is not well designed to think in terms of percentages. Here’s
  • Posted by Ingrid Cliff
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April25

Hurry Up and Wait

Patience is not my strong suit. Let’s be more specific. When you look up the word “patience” in a dictionary – in the antonym section (the opposite of the word – if it has been a while since you finished school), you will find my name and my 8×10 signed portrait. I am a “get
  • Posted by Ingrid Cliff
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April18

Tradies Websites – Not a DIY Project

In the past 12 months, I have written more website copy for tradies than pretty much any other industry group. For many tradies, it has been their first website. For others, they have had a basic website their cousin (or next door neighbour) whipped up for them a few years back in exchange for a
  • Posted by Ingrid Cliff
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April11

Want to Win More Business? Be Faster With Your Quotes

Many businesses are struggling at the moment. And yet, the tighter the economy gets – something strange is happening. Many businesses are getting much slower in getting their quotes out. Now these aren’t businesses with excuses. For example, after the big storm here in Brisbane, one tree-lopping business told potential clients to ring back in
  • Posted by Ingrid Cliff
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