Why short B2B copy can turn prospects into runaway brides

02/08/2012 By 14 Comments

self sabotage in B2BHi B2B marketer, can you spare a moment to answer a few questions?

Do you enjoy betting against yourself?

Do you want to make the hard job of converting skeptical prospects to clients even harder?

Are you okay with plateauing or even declining revenues and profits?

If you answered YES to even one of these questions, please use short copy to make your case.

But if you want to move the conversation closer to getting a prospect to talk with you face to face you will have to use persuasive content to make your case.

And 8 times out of 10 that involves using long copy.

[Read more...]

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11 reasons your B2B technology whitepapers are broken

19/07/2012 By 3 Comments

why are whitepapers broken?If you are a B2B company and you don’t use whitepapers in your marketing mix you will get your clock cleaned by the competition.

Study after study over the years has consistently shown that whitepapers are one of the most influential marketing collaterals ever.

In fact, the only thing that can beat them in influence is positive word of mouth or personal recommendations.

According to the Eccolo Media 2011 B2B Technology Collateral Survey Report

  • 62% of the respondents read whitepapers, second only from product brochures and beating other collateral like case studies.
  • 65% considered whitepapers to be very or extremely influential in purchase decisions, the highest for any content collateral.

This quote from the survey captures, in a nutshell, what exactly is it about whitepapers and B2B technology marketing [Read more...]

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The Secret Words That Keep Your Prospect Reading!

07/07/2012 By Leave a Comment

Secret words in copywritingThe secret of great copy is pretty simple.

If you can connect emotionally with your ideal reader and write a sentence that builds upon the preceding one as effortlessly as water rolling off a duck’s back you have done your job,

For B2B copywriters and content marketers  getting this skill right is even more important. Your copy is meant to persuade people to do something that hopefully ends with a substantial amount of money changing hands.

For this reason I have always believed that studying direct marketing sales letters  is one of the best ways to write great B2B copy.

DM copywriters can’t use anything other than words to convert readers. So they pull out all stops and use everything from a catchy headline that grabs readers by the throat, a lead that sucks them in, body copy that makes them nod their head in agreement and a finely crafted close backed by rock solid guarantees that has them whipping out their credit cards.

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What content marketers can learn from the 2006 Israel-Hezbollah war

31/12/2011 By 3 Comments

 

In the summer of 2006 Israel and Hezbollah, a militia based in Lebanon and designated as a terrorist organization were engaged in an all out war.

On paper, this was no contest. Israel’s military was the most advanced in the Middle East. Hezbollah was a guerrilla army and while it might have some chances in hit and run attacks it was no match for a conventional army in a face to face fight.

Besides, Hezbollah had fought Israel a few years ago and as expected was handed out a brutal beating.

So it shocked everyone when this time around Hezbollah did not fold as expected and in many engagements even beat back Israeli troops.

When the dust settled and an UN imposed ceasefire signaled the cessation of hostilities, Israel was left with more than a bloodied nose economically and a seriously dented military reputation.

For a nation whose aims were to exterminate one of its most strident enemies, the survival of Hezbollah was widely recognized as its defeat.

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From my Notebook:10 Copywriting Tips from William Zinsser

06/07/2011 By 8 Comments

editing_your_article

William Zinsser needs no introduction to writers. His book “On Writing Well” is one of the must have additions to your reading list if you aim to write well.

If you are a marketing copywriter, not reading this book would be akin to a medical student not having read a copy of Gray’s Anatomy- you would look like a newbie quack.

In no particular order here are 10 lessons that I took away from a first reading. I am sure that I can easily write 25 more points when I come back and revisit this book later.

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5 tips which will zing up your blog’s writing

21/09/2010 By 1 Comment

deserted store So you have got a blog,maybe with a custom domain ? Good for you.

But does your blog look like a deserted parking lot? Or an empty store? I know the feeling.I have been there.

Writing is a tough job. However you needn’t be a professionally trained writer to be able to hold your reader’s attention, which is what all writers basically aim at. Also,considering how blogs are the most efficient and hassle-free ways to communicate meaningfully online you might want to implement these tips and make your voice better heard.

So, strap in and pay attention. I am going to give you the real deal. [Read more...]

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