Before you write marketing collateral, think about how a customer would describe the product or service you’re promoting.
We hear a lot about keywords for the Web, but keywords also apply in print.
State the problem you solve in the words a customer would use and prove the value proposition with a case history. When you’re ready to convert printed information into Web content, you’re good to go with the keywords to support search.
The path to persuasive marketing and increased engagement is putting the customer first.