Focus the copywriting. People want to buy from the expert in a field. If you are directing your copy to mothers and telling them they need your product or service, you better have a damn good reason to be taking up their precious time. Explain in specific detail why they need what you have to offer. If the copy is too broad it will lose your best prospects. A great way to do this is to have separate pages focused on separate types of people or industries within a website.
If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud. Read Max's full bio.