Laura MacPherson

Contributor
7 Articles

Laura MacPherson is a freelance writer and content strategist who integrates persuasion psychology into copywriting and content for B2B companies. Follow her (or connect) on LinkedIn for an unlimited supply of marketing tips.

Latest Articles By Laura MacPherson

How to Write Customer Success Stories That Sell

A strong customer success story is a rocket booster for your sales team. It’s powerful for two reasons. First, a…

Laura MacPherson
May 20, 2020
Customer Experience

Formula for Quality Content

Success in content marketing depends on your ability to zig when everyone else is zagging. Content quality means more than…

Laura MacPherson
May 6, 2020
Content Marketing

How to Understand What Your Audience Really Thinks

You’ve probably heard the parable of the blind men and the elephant. This story first appeared in the Buddhist text…

Laura MacPherson
April 23, 2020
Business Intelligence

Find a Shared Enemy to Galvanize Your Prospects

“Storytelling” is one of the marketing industry’s biggest buzzwords. Every marketer knows that telling stories is a powerful way to…

Laura MacPherson
April 22, 2020
Strategy

25 Content Types to Engage Reason and Emotion 

David Hume, an 18th-century Scottish philosopher, said that human reason doesn’t actually direct motivations and behavior — rather, feelings do.…

Laura MacPherson
April 22, 2020
Content Marketing

How to Craft a Messaging Platform that Moves Prospects to Action

Human beings are wired to avoid loss. We fear change because it involves risk—a potential for loss. For this reason,…

Laura MacPherson
April 22, 2020
Strategy

How to Map Your Content to the Buyer’s Journey of Each Persona

Many B2B marketers make the mistake of focusing too much on one stage of the buyer’s journey. Some produce most…

Laura MacPherson
April 20, 2020
Content Marketing

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