Category Archives: B2B Copywriting

Whither Thou Thinkest . . . Finding Topics for Thought Leadership Content

Marketers grapple with finding topics for their thought leadership content, especially once they get the first couple (the easy ones such as Best Practices ) under their belts. I thought I’d share my approach. My clients come to me with a subject … Continue reading

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Connecting Message to Market

Think about something you know about. I’m going to say automobiles. At some level—maybe it’s just at the user level or maybe it’s at the engineering level—we all know about cars. We know what they do. We know how to … Continue reading

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Five Don’ts of Technology Copywriting

I thought I’d focus today on mistakes writers make when they create tech marketing content. I chose an Adobe piece at random: they were the first site I looked at and I found something I could use. Not meaning to … Continue reading

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B2B Messages: Just the Facts Ma’am

What are your areas of expertise? Z Scale railroads? Cooking? Sailing? Carpentry? Telescopes? Big Bands? Whatever it is, put it in the front of your mind for a moment to answer a question. Within your areas of expertise, what marketing … Continue reading

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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

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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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