We could write endlessly about copywriting secrets. But let’s keep it short and direct — with a few helpful examples.
Many B2B tech copywriters produce tidy text. It’s all present and correct. But it misses the mark completely.
The reason is this: They may explain your proposition accurately but they fail to understand what matters most to your target audience and their most value commodity — time.
Massive turn-off
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 lauching off with lists of bullets and features.
Before typing a word, make sure to take time to find out the hopes and fears of your target audience — and then present your proposition as the answer to them.
Meaningful marketing
Emotion needs to be involved at some level of other. Put simply, the potential must like what they’re seeing. Your product or service has to enhance their business world and often add to their career success.
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.
This story about buying a woodburner shows how an emotional approach can work.
Next, 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 worst seen when marketers send lengthy emails to their customers. They probably won’t read beyond the first line. Every word must pay its way.
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, 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.