Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them
When you're writing or evaluating copy for a B to B marketing (also referred to as b-to-b or business to business marketing) campaign of any kind, you may think it's only appropriate to write formal copy in which you refer to yourself as "we" or "our organization" and let lots of other copywriting basics fly out the window.
Sadly, these sorts of mistakes are the result of the major misconception that you have to be cold and impersonal in your copy if you want to seem professional. If you're guilty of this copywriting crime, you probably learned this rule from a well-meaning, but misguided communicator who doesn't understand that business writing is designed to sell.
But fear not -- there's no reason for your B to B marketing to be bland and ineffective. You just need to know what to look out for. In this article, I've outlined the 3 copywriting blunders that happen the most and can be easily avoided in the future.
These B to B marketing mistakes include:
1. Avoiding use of the word "you" in your copy. Apparently many companies are under the impression that business people like their human sides to be ignored -- to which I say, Au contraire.
Last I checked, most of us in the business world still want to feel included in the copy we read. Wearing a suit or working for a large corporation doesn't magically turn that need to connect off. Speak to the person directly using the words "you" and "your," and your results will be stronger.
2. Using technospeak when user-friendly copy better suits the non-technical audience. Sure, some people in your industry know what the word "interoperability" means. But they're rare and probably aren't the ones making the marketing decisions.
To illustrate my point, I would invite you to consider this:
I am a professional copywriter and always aim to deliver accurate copy to my company's clients. However, given that this article is targeted to help a general business audience, it's fair to say it might not make sense for me to start waxing on here about unclear antecedents and the blight that is the dangling participle, even if I am something of a grammar fanatic in my own little microcosm of reality.
The lesson here is that it's probably best to leave the shop talk in the shop and write for your customers using the words in their vocabulary.
3. Forgetting to ask prospects to buy what you're offering! Isn't the point of B to B marketing to get business people to purchase what you're selling? There is no need to be over the top with your call-to-action, but it is important that you include one.
If you're hesitant to ask for the buy, keep in mind that most business people are aware they're being sold to the moment they read promotional materials and accept this as a part of doing business.
Selling to "timid" office workers? Find a way in your copy to speak to their hearts, then ask them politely to consider what you have to offer.
Is your audience a group of somewhat stuffy financial types? Show them the financial benefit of what you're offering, as well as what they'll save when they purchase from you. Then ask them to buy in a way that appeals to their analytical minds.
A word of caution: If your B to B marketing is targeted toward professional marketers, that's even more reason to urge readers to purchase; if you don't, they might not take action because of their over-exposure to marketing messages of all kinds. Just use the approach best-suited to the type of marketing that they handle every day.
The bottom line? Don't forget to ask people to take action, regardless of what that action is.
Of course, there are other ways to boost the results of your B to B marketing, but these copywriting tips will have you headed in the right direction in no time flat. Make sure to use them for all of your upcoming campaigns.
Copywriter/marketing strategist Jennifer McCay helps individuals and small businesses turn their expertise into marketing success stories. She is the publisher of the Avenues to Marketing Success Newsletter, which delivers tips to help you rev up your small business marketing. To subscribe and receive a FREE special report on 7 ways to improve your sales copy, head to AvenueEast.com
Cleaning Up Your Copy
When you are beginning to write, you gather as much data as you can. You continually add allied thoughts.
Finding Your Clients Business Problem Leads to Better Copy
WHAT'S THEIR PROBLEM?How do you begin a dialogue with a prospect, be it in person, on your website or in print?You talk about your client's business problem.What IS your client's business problem?Answering this question is the hardest part of marketing.
How to Make the Most of Your Website Copywriter
Many people feel uncertain when dealing with copywriters. Like any artform, writing is subjective; instead of black and white, most business owners and marketing managers see indistinguishable shades of grey.
5 Deadly Copywriting Mistakes That Kill Sales
Chances are that you are making many, if not all, of these 5 copywriting mistakes. I call them "deadly" because theyre killing your sales and your profits.
10 Keys to Copy That Sells!
Whether you're selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades ..
Real Estate Professionals Need You to Write for Them!
Ask yourself these questions:Are you an experienced writer?Do you want to stay at home to write?Do you want to work for yourself?Do you learn new things quickly?Are you interested in a broad number of subjects?Do you feel like you're being pigeonholed with your current writing and you want to branch out?Do you have a flair for marketing?If you answered "yes" to any of these questions - or even better - several, you may have found a new career!It's more important than ever for real estate professionals to market themselves legally considering the laws regarding email and telephone sales seem to change daily - depending on which court is hearing the case. Many experts speculate though that eventually some sort of anti-telemarketing law will be enforced and while it's much more difficult to regulate email, it's still being made more and more difficult to use this form of marketing and sales.
Top 3 Rules for Writing Effective Copy
One thing all successful Internet marketers have in common is that they're good copywriters. If you want to have a profitable online business, you need to know how to write a copy that motivates people to buy your product.
No-Holds-Barred Conversation with Dan Lok - Part 1
Question: If you were starting out and had no references or a substantial resume, how would you go about finding paying customers for your services?To answer your question, I'll assume you're a junior copywriter or marketing consultant.When I first started out and didn't know a soul, I'd open the yellow pages and cold-call the business owners.
Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly
When it comes to search engine optimization, copywriting plays a big role. You want to have excellent copy that appeals to both your visitors and the engines in order to create pages that will rank highly.
Boost Your Conversion Rate In Three Steps
When I critique, edit or rewrite sales copy, I discover that many clients commit common errors. Granted, not all of them are writers.
Organizing Your Data to Write Better Copy
Last quarter I talked about interviewing / gathering data. So now you've got several thousand words of notes, hopefully digitally recorded.
Sell Anything To Anyone On The Internet With Hypnotic Writing
I imagine you are the type of person who really wants to make your idea a reality. I also think that you fall into one of two groups; the first is a person who WANTS to succeed but does not know how.
Its the Headline, Stupid! - Writing Powerful Headlines
"It's the headline, stupid," is the sign that hangs over my computer screen. It reminds me that to write effective articles, press releases, sales letters--whatever I want people to read--I need a powerful, grabber headline or title.
The Secret to Drilling Down Deep in Your Target Market
Here's another drill ripped out of the Field Guide for my Red Hot Copywriting Bootcamp. There are 20 drills total which take 15 minutes per day (my "recruits" get weekends off).
Ten Eye Popping, Jaw Dropping Ad Copy Secrets
In order to make more sales and get more profits for your business, fist of all, you should have a good ad copy. Once you master the knowlege for how to get traffic, you will get a lot of visitors to your site.
7 Formulas for Articles That GET READ!
Many of us have been asked to write an article at one time or another. Maybe it's a contribution to the company newsletter.
Copywriting Businesses - How You Can Get Started
Do you have the training and skills needed for copywriting?Are you looking for a way to get your foot in the door?Will you have what it takes to succeed with your copywriting businesses?For many, these three questions drive them day in and day out to become the person that people demand time with. Still for others, the business aspects of copywriting have just been easy to get.
Impulse Writing for Better Ad Headings
Writing headlines for your ads is the most important part of your online presence.When posting your ad to classified sites, directories, message boards, newsgroups or mailing lists, the only part of your ad that is showing is the heading.
Dont Forget The Copywriting
Copywriting And Content CreationOne of the most important, but often overlooked aspects of marketing is copywriting. Businesses afford much attention, time and money, on graphics, mail formats and all of the website bells and whistles.
Subtle Emotion - The Key To Copy That Works
Say the word "emotion" to a man, and he'll immediately jump out of his seat and run from the room! Utter the word "emotion" to a woman, and she begins to conjure up thoughts of romantic, long talks centered around feelings. However, speak the word "emotion" to a copywriter and s/he should see dollar signs.
|home | site map|