B2B Copywriting

Three Techniques for Better Website Copy

For most B2B marketers, the corporate website is the cornerstone of their marketing program. Search engines crawl it and display the contents. Emails and PPC campaigns drive traffic to it. Social media sites refer to it. Even offline promotions, such as sales letters or postcards, often direct their readers back to the corporate website. So it's important. Huge even. So here's my question.

Is the content great?

If your site is like those filled with corporatese, industry jargon and "repurposed brochures" full of company centric content then the answer is no. Not so much.

And let's face it, a wholesale rewrite is probably the best solution...but we all know that's a big job and too often takes a backseat to redesigns for "refreshing" the corporate look. So in the meantime, consider what these three techniques can do to make your website more prospect friendly and help increase conversions.

Kill the Corporatese

If the infestation is bad, it may not be ...

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Use Your B2B Copywriting to Differentiate

It's a problem most marketers struggle with at one point or another. Just how can you make your company stand out? Especially if the field is crowded, or if you are the little guy going up against the "300 pound gorilla" in that market.

Yes, you must have a clear USP. Unfortunately it's easy to stop there. A USP is only the first step. The next step is using good B2B copywriting techniques so your USP resonates with your ideal buyer, and allows the personality of your company to shine through. This is where many companies fall short. Prospects are stuck in a world of "corporatese" that doesn't talk about what they value and doesn't help your salespeople with the sale.

Here's an example of what I'm talking about:

"Our integrated suite of on-demand applications is relied upon by thousands of customers worldwide to align their businesses to their strategies, arm ...

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Do You Prepare Customers to Buy?

I received an envelope from my alma mater the other day. Unlike most correspondence I receive from them, this one actually got my attention.  This envelope was plain and small. It looked like a note, perhaps something personal. So I opened it.

Inside was a little note card with a beautiful picture of a campus landmark. On the note card was a slogan about spirit and a personalized URL. Nothing else. I'm still intrigued, so I visited the URL.

When I got to the page, voices started talking about their time at the university, beautiful landmarks came onto the screen, and an emotional score played. I don't think the content was customized to me, but it did get me reminiscing about my time on campus. As I did, a message appeared and asked me to consider donating when the university contacted me.  Links along the side pointed to additional information about the university, things ...

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