Daniel Barry | Writer

I wrote this post for swb&r in April of 2010. I was always fond of it so I figured I’d share.

Recently, I was skimming through a leading trade publication dedicated to engineers and maintenance professionals in the construction industry. The publication is good. It has well-written editorials from industry professionals and valuable insights. However, the advertising was abysmal. All the ads looked the same. Most companies had no unique selling point and the headlines were only slightly more exciting than what you might read in the Yellow Pages. Sadly, this is the case with 99% of all B2B marketing.

So I did an experiment. (Read the rest here)