I’ll let you in on a secret; when you are organised, provide research and a detailed marketing copywriting brief we love it. But give us half an hour with three key people from around your business, and you’ll be rewarded with clearer, more persuasive copy.
And let’s speak plainly: all businesses need better copy. Read almost any survey of B2B marketing top challenges, and you’ll discover creating engaging content is up there on the list.
So, if you want engaging copy, this is how you get it.
Open up a direct line of communication between your copywriter and your colleagues:
- This will help us hear real ‘speak’, get under the skin of your sector’s real-world terminology, and create an authentic voice for your business.
- Gives us insight into attitudes and interests. Sometimes this reveals the good, as well as the bad, but that’s all part of writing honest copy.
- Presents us with a chance to ask tonnes of questions, listen for story angels, generate ideas and discover narrative hooks.
The result is B2B copy that is knowledgeable, engaging, and meaningful.
Frightening thought? Giving your B2B copywriter access to the mixed bag of geeks and opinionated faultfinders who inhabit almost every B2B company. Goodness, who knows what we may find out!
But take it easy; we’re used to this. Talking to experts, getting to grips with technical subjects, and uncovering the story in something hidden and dry is what we enjoy most. The fact is we’re good at it, and importantly we’re doing it to create the best content for you.
At the top of this article I explained there were three key people from around your business that your B2B copywriter needs to speak to. Here they are…
- Your go-to nerd
The geek, product enthusiast, instruction manual aficionado. The one who can share insights that can actually help your customers understand and engage with your product or service more.
- The blunt sales manager
They may be smashing the monthly sales targets, but they’re a nightmare to get along with. Tend to be dismissive about new product releases and don’t get them started on production lead times. This is the person who can give lightspeed understanding of why customers really buy what you’re selling and where your competitors have the edge.
- Your customer (gulp!)
OK, we know that sounds scary. It needn’t, because as professional B2B writers we’re mindful of how important your customer is to you and make sure our behaviour is flawless. Case studies are the best way to talk to customers but helping out on an exhibition stand can work too.
Consistently creating content that engages with a target audience is an ongoing problem for B2B businesses. As B2B copywriters, the more access we can have to these three key people, the better our chances of picking up on real-life stories, uncovering relevant insights, and finding the ‘gold’ that elevates your content above the competition.
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