About Richard Hussey

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So far Richard Hussey has created 29 blog entries.

Who Murdered your Content? You did – with your Headlines!

Day after day I see a seemingly endless flow of headlines, blog titles and email subject lines that do nothing. They appeal to nobody in particular. They follow tired and unoriginal formats. They offer no enticing hint of entertainment or enlightenment.

They are murdering your content marketing through lack of effort and imagination.

Before I go into some examples of content-killing titles here are a few points to think about.

A venerable and high earning copywriter once described crafting […]

By |February 2nd, 2017|Blogging, Copywriting tips, email marketing|0 Comments

Website Content – Sowing the Seeds of Prosperity

How much do you value the content on your company website?

I mean really value it. Does it have a clearly defined job in securing new leads and customers? Or was it just another item on the list of things to do when the site was created? Perhaps it was a few hundred words you pumped out so you could finally get the site launched.

If that sounds remotely familiar, ask yourself this:

What do you think the purpose […]

‘We Love your Solution – but we’re not buying it’

I’m sure everyone in B2B sales and marketing has experienced the ‘irrational’ purchaser. B2B buying decisions often seem to defy common sense.

Your prospect accepts that your solution can do things their existing supplier can’t offer; they’re not happy with the customer service they’re currently getting; and your price is competitive. Yet they stick with what, and who, they know.

Have you ever been left scratching your head wondering why this happened?

Rather than rail against the injustice when your red hot prospect opts to […]

By |March 22nd, 2016|B2B, content marketing|0 Comments

How Neuroscience Points the Way to Better Marketing

The workings of the human brain fascinate me. Billions of neurons popping away when we encounter a stimulus or need to make a decision. And somehow the magic works. It creates the intelligent, emotional and highly flawed people that we are.

One thing neuroscience is starting to confirm is something that successful marketers and advertisers worked out through intuition and observation. Namely that we are not rational beings.

We go through life happily assuming that our conscious rational brain […]

By |March 4th, 2016|marketing strategy|0 Comments

One Simple Word that Will Reignite your Content Marketing

Are your posts failing to get the the traction you hoped for?

Do you think your business has become a victim of the ‘content shock’, where too much content competes for too few eyeballs?

Here’s how one small word can give your content added relevance, engagement and ROI.

Welcome to the power of ‘to’.

Hopefully you already understand why ‘you’ is more powerful than ‘we’. ‘You’ means you are talking about your customers and not about yourself. But what about […]

By |November 20th, 2015|Blogging, content marketing|2 Comments

Good Marketers Don’t Tell Lies

What is the role of marketing in the modern age? Is it to take any product or service and say whatever it takes to persuade people to buy it? Is the internet just a way of getting the same old distorted message to more people?

According to some of the participants in a recent LinkedIn discussion that’s exactly what we do. In fact it’s worse. ‘Half-truths, misrepresentation and downright lies’ were the main features of the job spec according to one person […]

By |July 24th, 2015|Marketing, marketing strategy|0 Comments

Is Your Mid-Sized Business Ready for Content Marketing? Part 2

Last time we looked at foundations. These are the blocks that have to be in place if content marketing is going to drive your growth – and not just be an interesting experiment.

For many mid-sized businesses, particularly in B2B, this means taking a much more systematic view. Being clear about what you want to sell and the people you are selling to. It also means taking a broader view of all the places on-line that a potential customer might find you.

You […]

As an SME, are you Really Ready for Content Marketing?

Jumping on board with content marketing without thinking can be like sprinting for a train, head down, without checking the departure board. Who knows where you’ll end up and you probably wasted the price of the ticket.

Content publishing and social media can be highly cost-effective ways to market your business. The potential reach is almost unlimited, most of the tools are free, and many of the traditional barriers to making a sale simply dissolve.

But you can also burn up […]

By |January 30th, 2015|content marketing, Marketing, marketing strategy|3 Comments

The Elusive and Essential Nature of Trust in Marketing

Trust. Every business needs it. But how do you get it and how will you know when you have it? And in the online world how do we build the trust that gets us beyond the first tentative steps of a business relationship?

I was given a lesson in the elusive and often irrational nature of trust by and elderly Frenchman several years ago.

I was at one of those French supermarkets where you need to insert […]

By |January 6th, 2015|content marketing, Marketing|1 Comment

How Content Moves Customers from Awareness to Action in B2B Marketing

Any new sale is a journey from awareness to action. And in B2B marketing that journey can be a long and tortuous one. Social media and content marketing help speed up and scale up the process but things often stall because businesses focus too heavily on the awareness end of the journey. It is, after all, the part where understanding and execution are simplest.

Your content has to do so much more than just raise awareness if you […]

By |December 9th, 2014|Blogging, content marketing, social media|0 Comments