People magazine is the most successful paid-subscription magazine in history.
In his book, ‘Steal These Ideas!’ Steve Cone says, “Its success is based on four principles that you can use to create the most compelling marketing materials possible.”
1. Use pictures of real people, not models who are nameless
2. Use captions with pictures, always, always, always
3. Write concisely; you are not on a government commission
4. Leave plenty of white space on every page so the eye can digest what’s there
But will this work with B2B technology marketing? You bet it will!
Include pictures of company executives with their website profiles and in company literature. Include pictures of developers, engineers and other people responsible for your products and services in your marketing literature. And include pictures of customers, with their approval, in your case studies. Better still, insert short videos of all these people with the related information on your website.
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