Monthly Archives: April 2013

Limited Time Only–Free Elevator or Landing Page Content–While Supplies Last Only

Here’s something for nothing. Perfectly suitable for landing pages, elevator speeches, or a wealth of other important message elements. YOUR NAME HERE delivers industry-leading YOUR CATEGORY HERE lifecycle solutions, aligned with your critical business needs, that drive down costs, satisfy … Continue reading

Posted in B2B Copywriting | 1 Comment

The Value of Copywriters

The value we bring as professional copywriters isn’t that we write well. A lot of people write well. Many of the Marketing executives I deal with came up through the copywriting ranks. I’m very good. Some of them are very … Continue reading

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Eschew the “New”

Hey old timers. Remember when the coolest thing you could put on your web site was some pea-green, football-shaped, spinning animated GIF with the word NEW written on it? Many B2B vendors, especially in the tech world, are still at … Continue reading

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The Best Tip You’ll Ever Get on Creating B2B Headlines

You can’t swing a mouse online without hitting foolproof tips for writing headlines–compelling, effective, magnetic, sure-fire–all kinds of headlines. All the same advice, and not all of it applicable to B2B copy. Here’s a better way Copy the trade magazines. … Continue reading

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A Few Research Tips

Some quick and basic tips to make research easier and more successful. Naturally, search first for the product category–like “Enterprise Content Management.” That will get you to the Wikipedias and other general information sites. For a deeper, more detailed, dive … Continue reading

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An End to Generic Benefits in B2B

Recently, I copied a client’s existing benefits bullets from its web site, and scrambled them up with its competitors’ benefits, and made one long, alphabetized list. The client couldn’t identify which benefits came from its own content and which was … Continue reading

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Look It Up

Long long ago, I was preparing for my English Master’s exams. I was to be tested on every major era of English/American literature (Renaissance, Romantics and so on). I had a problem: I had never studied the Victorians (and one … Continue reading

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