We could write endlessly about copywriting secrets. But let’s keep it short and direct — with some helpful examples.
Many B2B tech copywriters produce tidy text. It’s all present and correct. But it misses the mark.
The reason is this: They may explain your proposition accurately but they fail to understand what matters most to your target audience and to recognise their most value commodity — time.
You need to make every moment count. These tips will help.
Talk about what people care about most
The most common mistake is talking about a company and its products rather than talking about the customer and what’s important to them.
It’s rather like going on a date and listening to the other person drone on about themselves.
Just like what happened with Emma’s nightmare encounter with Brian.
Avoid launching off with lists of bullets and features.
Before typing a word, take time to find out the hopes and fears of your target audience — and then present your proposition as the answer to them. That’s what they care about most.
Create likeable, meaningful marketing
There’s often a way to make your brand and its products likeable. Great storytelling can feel authentic, relevant and meaningful to people’s lives.
Emotion needs to be involved at some level or other. Put simply, the potential customer must like what they’re seeing. Your product or service has to enhance their business world and often add to their career success.
This story about buying a woodburner shows how an emotional approach can work.
It’s also possible to tell a great story in a few seconds, as Nigel the cat can explain.
Get to the point, ditch the waffle
Explain the benefits in a way that anticipates someone’s train of thought, answering each question as it occurs to them. This overcomes objections and maintains momentum.
Never waste people’s time. This is often worse seen when marketers send lengthy emails to their customers. They probably won’t read beyond the first line. Make sure every word pays its way by adding value.
This video game blog provides a great analogy of how to keep up the pace
Be up-front about why you’re contacting them — and what’s in it for them. Right off the bat.
Use subheadings (like in this blog), so you’ve optimised your copy for speed reading. Speak directly and they’ll value you because you’ve valued their time.
Offer insight, spark curiosity
Finally, guide your audience towards a compelling call-to-action (CTA) to take the next step. Make it one clear CTA, not a bunch of signposts pointing in different directions.
The CTA doesn’t have to be a hard-sell either. Offer insight, spark curiosity and start to build trust with your audience — for when they’ll be ready to purchase from you.