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Tag Archive: Copywriting

B2B marketing tip #208: Give it a ghost of a chance

B2B Marketing Tip of the WeekContent may be king these days, but busy executives and subject matter experts are unlikely to have enough bandwidth to produce timely, well-written material to fuel your email campaigns, blog, social media, website or public relations needs.

Employ a ghostwriter to streamline the process. Look for an experienced individual with excellent interview skills and strong writing samples. The ideal writer should quickly develop a rapport with your stakeholders.

B2B marketing tip #194: What if_________?

B2B Marketing Tip of the WeekDevelop engaging sales copy with language that sells the benefits of your product or service—not its features. Use two simple phrases to develop messaging that helps your audience realize they have a need, then envision the potential solution:

“Is it a problem for you that ____?”

“What if you had the capability to ____?”

Leave the discussion of technical specs and detailed features for much later in the buying cycle.

B2B marketing tip #155: If in doubt, alphabetize

B2B Marketing Tip of the WeekBusiness-to-business content is chock full of lists: services offered, product features, customer benefits and more.

Make your content more digestible—and memorable—for customers by grouping long lists of items into sub-categories, with clear category names.

And when there’s no logical way to present your lists, always alphabetize your content to make it quickly searchable for your audience.

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B2B marketing tip #152: Focus content, stakeholders with outlines

B2B Marketing Tip of the WeekWhy does good content often go wrong? Use these two techniques to keep your next copywriting or content marketing project on track—without missed deadlines and budget overruns. Before you begin writing, first develop an outline of your key messages and desired call to action. Then, get buy-in from stakeholders on the outline and approach.

If the internal team struggles to identify basic content or to agree on messages, it can signal deeper issues with product positioning or politics—problems that messaging alone won’t resolve.

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B2B marketing tip #150: Persuade with groups of three

B2B Marketing Tip of the WeekIncrease the power of your marketing and sales messages by grouping your claims in threes. A recent study in the New York Times demonstrates that in advertisements, speeches and other vehicles, a list of three items is most persuasive—while overdoing it with four or more claims triggers skepticism.

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B2B marketing tip #143: Let it rest

B2B Marketing Tip of the WeekFor most of us, great copy doesn’t happen in a flash. Allow enough time in your schedule to write your draft, then step away from it for at least 48 hours.

You’ll find it easier to edit and improve your work when you can review it with a fresh and critical eye.

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B2B marketing tip #135: Double duty for content marketing

B2B Marketing Tip of the WeekGenerating content for your company emails, website, blog and social media channels can be time-consuming and expensive.

When you write, make sure to get more than a single use from your next topic:

(1)  Reuse a longer article by extracting key sentences or paragraphs into a series of social media posts on a single topic.

(2)  Work the opposite way and take a series of social media posts or tweets and weave them into a list or infographic, such as “Top 5 Ideas” or “7 Must-Dos.”

(3)  Revisit popular content from the past and post an updated version with new a headline and new image.

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B2B marketing tip #103: Sentences that sing

B2B Marketing Tip of the WeekJust like music, good sentences have rhythm. Perfect yours by reading them aloud. This process will also uncover grammatical errors and misspellings that traditional proofreading can miss.

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B2B marketing tip #92: Wake up tired copy

B2B Marketing Tip of the WeekIf your communications seem like they’ve said it all before, take heed. Weed out clichés and tired phrases like “commitment to excellent,” “high quality service,” “industry leading” and “state of the art technology.”

Work with a professional copywriter to find new and engaging ways to express these core messages and identify additional distinctive competencies for your business.

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B2B marketing tip #81: Don’t forget the postscript

B2B Marketing Tip of the WeekAdding a P.S. to your email or direct mail communications is a quick and effective way to boost response. It’s one of the most read elements of a message.

Make yours more than a mere afterthought—summarize your key message and include a compelling call to action.

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