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Tag Archive: memorable messaging

B2B marketing tip #45: Write for the non-reader

B2B Marketing Tip of the WeekOrganize your marketing copy so it’s accessible for text-lovers and skimmers alike.

Replace long blocks of text with short bulleted lists. Add compelling headlines and subheads throughout. Use pull-quotes, captions and call-outs to convey key information such as problems solved and benefits of your product or service.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #38: Who are you?

B2B Marketing Tip of the WeekToo often, a company’s “about” boilerplate reads like a dispatch from the legal department: it’s wordy, vague and certainly not memorable. Transform this essential real estate with a focus on specifics. Identify the industry or clients you serve, the key competency that sets you apart from the competition, and 1-2 phrases that support your claims.

Test your message by substituting a competitor’s name; the best content applies solely to your organization.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #34: Calling all prospects

B2B Marketing Tip of the WeekLet’s be clear: “For more information” is not a call to action—it’s a waste of words. Eliminate these generic closing statements from your marketing campaigns. Use this valuable real estate for a compelling close that reinforces your brand differentiators and shows prospects the next action in the sales cycle.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #30: Great bulleted lists

B2B Marketing Tip of the WeekEvery website, presentation and brochure has them: bulleted lists. Improve yours by keeping the copy in parallel style, where each bullet begins with a consistent grammatical standard.

For example, begin each bullet with a verb in the same tense: Optimizes the sales channel. Improves staff productivity. Builds a better mousetrap. Or, start each list item with a succinct adjective-noun benefit: Great taste. Less filling. Really tempting.

Avoid a mishmash of styles and jargon. Clear copy builds credibility and professionalism for your brand. 

 

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

B2B marketing tip #25: Well said

B2B Marketing Tip of the WeekUm… well… you know… er….

You may have the next big idea—but what’s it worth if your spokespeople can’t convey it appropriately?

Make the most of your message by investing in media and public speaking training. Hire an outside expert to coach executives, sales staff and presenters on best practices. If budget is an issue, videotape staff and work together to identify opportunity areas. 

 

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

How well do you listen to your market?

What iTunes can teach us

This year marks the 10th anniversary of the launch of iTunes, just one of Apple’s streak of big-win product launches. Across the globe, we’ve collectively downloaded more than 10 billion tracks, and pushed sales of physical music CDs to the brink of extinction.

The lesson for marketers?

Apple’s success is not solely about innovation or technology. It’s about listening—listening for the frustrations and unmet needs in the market place, then going where the problems are, with a solution so simple and elegant cost doesn’t even enter into the equation during the buying process. It’s every marketer and CEO’s dream.

Remember the days when the music collection took up rows and rows of shelf space? When it was impossible to buy the latest Lady GaGa single in your pajamas at 2 a.m.? And forget taking your all your favorite albums with you on a trip. The iTunes revolution resolved the problems I didn’t even realize I had—and made it impossible for me not to buy.

When the product positioning is right, the rest of marketing and sales flow smoothly. And when it’s not? Well, we’ve all struggled to build demand with a product full of features that few customers seem to need or want.

Click here to read more »

B2B marketing tip #16: 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. 

 

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

Selling the air

Why services marketing matters for all B2B organizations

Promoting B2B products and promoting B2B professional services and consulting used to be two different things.

The first was all about features and innovation, the second a way to deliver efficiency or expertise to business processes. Marketers could specialize and spend an entire career in one niche or the other.

 Technology today blurs those lines:

  • Software is now a service, residing in the cloud rather than the desktop.
  • Distribution and logistics firms are rethinking their offerings as music, video, games and books no longer require physical inventory or shipping.
  • A push to automate paper-based processes is driving everything from the accounts receivable workflow to our medical records into a virtual world.

In essence, products and services are now paired up like salt and pepper. Every B2B marketer needs a working knowledge of best practices for marketing services and consulting.

Click here to read more »

Three steps to a stand-out brand

Thanks to executive coach and keynote speaker Roshini Rajkumar for featuring me as her guest blogger for June!

You can read my article, “Three steps to a stand-out brand,” on her site.

B2B marketing tip #5: Expertise, stat!

B2B Marketing Tip of the WeekWatch out for interesting industry statistics and use them as the foundation for thought leadership articles or blog posts. Show your expertise and understanding of the market by interpreting the statistic, or relating it back to an advantage gained by your product or service.

Check out the Springboard blog every Monday for the B2B Marketing “Tip of the Week” — a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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