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Monthly Archives: June 2013

How to overcome B2B writer’s block

B2B Copywriting can sometimes be challenging enough without the added headache of being literally lost for words. So what is the best way to overcome writer’s block?

The first thing to remember is that your writing skills are secondary to the message that you are trying to get across. Make sure it is light, easy to read and engaging, to connect with your readers.

Like every good story your message should have a beginning, a middle and an end. If you structure it this way it will make it easier for you to break down your copy into easier manageable blocks. It should start with an introduction and end with a summary, and the middle is content.

Here are a few questions to ask yourself to help prompt you into action.

What makes your product or service different or unique?
What makes it stand out from your competitors?
How will it solve the problems and challenges that your prospective clients are facing?
Will it allow them to automate part of their business?
Will it make them more productive?
Will it save them money?

Asking your readers questions will prompt them into thinking about their needs and help them to identify challenges they had not previously thought about.

Whether you are copywriting for your website, sales letter, email campaign, brochure or advertisement they all need a powerful attention grabbing headline. This will be a short and compelling message to hook them into reading the rest of the text.

Asking them a question about an existing problem that they are facing is a good grabber. For example if you were an IT Security company you could ask “Is your website and firewall secure from outside attacks”? You could them explain the benefits of your product and how it will solve their concerns and protect them from attacks.

Alternatively, if you were a Cloud Computing Consultancy you could ask “How reliable is your network service provider”? Most network service providers promise […]

By |June 28th, 2013|Copywriting, Marketing|Comments Off on How to overcome B2B writer’s block

How to find credible B2B research sources on the web?

One thing a copywriter needs to know is just how trustworthy information found on reference sites used to research client’s industry sector is. So how do you find credible B2B research sources? Well the simplest answer is for the copywriter to have had experience in that industry sector, as they will have read and utilised the media in question for marketing purposes over a period of time.

A good example of this is my own personal experience working in the IT, Technology and Telecoms area. I have subscribed to both the print and online versions of Computer Weekly, Computing, CBR, Information Age, Total Telecom and for a several years, and I am very aware of the pros and cons of each. I would not hesitate to use any of them to research a particular product or service, for a client, to make sure that my copywriting was factual and up to date.

I am also aware that there other credible technology research organizations such as Gartner, Forrester and IDC that I could also use.

However, you won’t always have the benefit of industry experience to help you, so what is the answer? Most large publishing houses such as Reid, VNU and Informa publish both on and offline media in a number of sectors, from Food Manufacturing to Financial Services, so they will be a good place to start. In addition, all industries have recognised Associations and Trade Bodies that you can contact or research on their websites for reference points that they recommend.

An important skill when researching is the ability to decide if the article has been written impartially by an unbiased writer. Alternatively, if it’s sponsored by a commercial entity whose main aim is to promote the product or service for their client, and may turn a blind eye to some its shortfalls. For example, an article exalting the benefits of Unified Communications without mentioning network performance issues such as latency and jitter would […]

By |June 14th, 2013|Copywriting, Marketing, Research|Comments Off on How to find credible B2B research sources on the web?