One of my favorite books of the last year is the Heath brothers’ Made to Stick. It discusses in depth the various attributes that make ideas and messages stick in our minds. I’m working on a case study for a software client. The majority of the information gathering/interviewing process is done. I’ve written many case studies, and I have the format down (situation/problem, solution, benefits). ‘Sticky’ as the brothers define it, is understandable, memorable, and effective in changing thought or behavior. Exactly what a case study should be, so I think I’ll use the six Made to Stick principles to turbocharge this case study’s effectiveness. Continue reading Sticky Case Studies...

What does ‘B2B Content Conversations’ mean?

It means that this blog is designed to be a dialogue between me, Bob Leonard, and you. You understand that relevant and useful content (online and off) is the best marketing tool for businesses selling complex products or services to other businesses.

When I use the term ‘content’, I’m referring to copy, or content composed of… Continue reading B2B Content Conversations...