B2B Copywriting

General B2B copywriting tips.

Over 70% of White Papers Lack This Essential Marketing Tool

February 4, 2019 by Leave a comment

Let’s say you’re putting together a white paper to generate leads for your latest offering. You’ve laid out the nagging problem your target market. You’ve pointed out the drawbacks of the well-known solutions. You’ve introduced your new solution and shown how it overcomes those drawbacks and really solves your prospect’s ...

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The Elements of Classic White Paper Design

December 3, 2018 by Leave a comment

In recent articles in this space, I’ve been examining factors that are important to a white paper’s success, and common mistakes that often sabotage that success. Another of those important factors is the effectiveness of the white paper’s presentation.

Seventy-one percent of technology buyers surveyed by KnowledgeStorm and MarketingSherpa said ...

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Quality Writing Makes White Papers More Influential

November 5, 2018 by Leave a comment

Do you think the quality of the writing in white papers and other marketing content doesn’t affect purchasing decisions?

Think again.

In a recent study by Eccolo Media, 86% of respondents considered high-quality writing in marketing collateral to be at least moderately influential in their purchasing decisions. And 51% rated ...

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5 Techniques for Engaging Prospects’ Emotions with your Content

May 23, 2018 by Leave a comment

We’re used to treating B2B buyers as rational beings. We think of them making purchases for sound business reasons. In our marketing content, we appeal to their rational minds with logic.

But just like the rest of us, B2B buyers are human. They make purchases – including business purchases – ...

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Three “Stealth Sections” You’ll Want in Every Customer Success Story

February 13, 2018 by Leave a comment

We're all familiar with the typical format of a customer success story (also known as a case study). We know the four basic sections: (1) customer background, (2) challenge, (3) solution, and (4) results. In many success stories, in fact, we see those four sections called out in subheads with ...

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Why Good Conference Papers Make Bad White Papers

November 15, 2017 by Leave a comment

Do conference papers qualify as white papers?

I spend a lot of time browsing tech company websites in search of white papers. I’m always interested in finding examples – both good and bad – that might teach me something new.

Many of what I find listed as white papers, however, ...

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A Simple Formula for Concise Lead Nurturing Messages

October 24, 2017 by Leave a comment

Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.

It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...

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Brand Storytelling and Case Studies: Four Things Marketers Can Learn from Fiction Writers

January 14, 2017 by Leave a comment

A prospective client contacted me recently about some case studies he had written for his company, a small custom software firm. This prospect – I’ll call him Barry – knew his stories weren’t great, and he wanted to know what it would take to improve them, make them really appealing ...

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8 Ways to Leverage Case Studies in Your Other Marketing Communications

December 18, 2016 by 2 comments

Recent surveys of technology buyers have consistently shown case studies to be among the most influential and most viral of all marketing collateral. {1}

But many technology marketers don't seem to realize that case studies are also amongst the most versatile and powerful forms of marketing communication when it comes ...

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Use Pull Quotes to Pull Readers into Your White Paper

April 18, 2016 by Leave a comment

It’s common knowledge – and if you’re a longtime reader of this publication, you’ve read it here many times – that most business readers will scan a white paper or other marketing content, before they'll commit to reading it.

Scanning – or skimming, as it's also called – is a ...

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