B2B Copywriting

General B2B copywriting tips.

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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The Two Types of White Paper Executive Summary

March 15, 2016 by Leave a comment

There’s a long-running debate in the content marketing community on the wisdom of using an executive summary at the beginning of a white paper.

Some say an executive summary is essential. Busy executives, they claim, are unlikely to invest their limited reading time in a white paper without some assurance ...

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How to Hold Your Prospects’ Attention By Shrouding Your Message in Mystery

February 17, 2016 by Leave a comment

In my last essay, we saw how we can use surprise to focus our audience's attention on our message, and thus make our message "stickier," or more memorable.

A surprise lasts only a brief instant, however. What if our message is too complicated to be delivered in a just that ...

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Abandon Common Sense

December 15, 2015 by 1 comment

In B2B marketing, things are pretty straightforward. We don't have to coax or cajole or look cute and clever, like the folks over in B2C. We're selling to prospects who need and want to buy what we're offering. B2B buyers aren't really interested in cute and clever.

So B2B marketing can feel like it's ...

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Keep it Simple: Smart

November 10, 2015 by 1 comment

All of us, I'm sure, have heard of the KISS Principle.

KISS, of course, stands for "Keep it simple, stupid" – an admonition frequently used in engineering as a reminder that "most systems work best if they are kept simple rather than made complicated." [1]

But the KISS principal applies ...

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5 Optional Elements to Consider for Your Key Message Copy Platform

July 7, 2015 by Leave a comment

This is the fourth of a four-part series on Key Message Copy Platforms.

In the first article, I introduced the concept and benefits of a Key Message Copy Platform. A Key Message Copy Platform (KMCP) is a single-document repository which helps ensure that all the key messages used to promote ...

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5 More Essential Elements of Key Message Copy Platforms

June 9, 2015 by Leave a comment

This is the third installment in a four-part series on Key Message Copy Platforms (KMCP).

In the first article, I introduced the KMCP concept and its benefits. A Key Message Copy Platform is a single-document repository which helps ensure that all the key messages used to promote a given product ...

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5 Essential Elements of Key Message Copy Platforms

May 11, 2015 by 2 comments

When you need to come up with all new messaging for a product or service, where do you begin?

How do you organize your messaging material before embarking on content creation?

A great answer to both of those questions is the Key Message Copy Platform (KMCP).

A KMCP is single-document ...

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The Key Message Copy Platform

April 14, 2015 by 3 comments

Sometimes you just need all new messaging.

Maybe you're launching a new product – or a new start-up – for which no messaging exists. You're starting from scratch.

Maybe you're a small company with a small marketing budget. You know you need a lot more content, but you don't have ...

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The Barstool Test

March 17, 2015 by 3 comments

“In an article published in the Harvard Business Review, Charles K. Ramond described experiments designed to measure advertising effectiveness,” writes Bob Bly in The Copywriter’s Handbook. “The experiments showed, not surprisingly, that advertising is most effective when it is easy to understand.” {1}

And one of the best ways to ...

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