As a B2B writer, I can’t lie and say that I write about the most exciting stuff for most people. Healthcare policy. Woo hoo! Technology case study! Yeah! While it may be interesting to my clients and me, I’ve got to accept that most people’s eyes glaze over about these subjects. Here are a couple [...]
Free cheat sheet for conducting a case study interview
I write a lot of B2B case studies, which means I conduct a lot of interviews with customers and experts. Here’s a basic set of questions I usually ask, which helps me form a kind of chronological story that I eventually turn into a case study. Feel free to use them, or add your questions [...]
It’s not all about you…
Three common ways companies talk about themselves too much You know that person who loves to talk about themselves, but never seems to really listen? Or the college lecturer who doesn’t seem to notice that the class is falling asleep? Well, a lot of companies are like that too. If you’re talking about yourself too [...]
Please don’t make me use these buzzwords
In the words of one of my favorite Chicago Tribune columnists, Buzzwords are Evil and Must Be Stopped (PS they will make you pay to read this, unless you subscribe to the Trib). The article reminded me of all the buzzwords that I never, ever, want to use, so I’m providing a list of my favorites. [...]
To the pain! (and how it can help you write better copy for your business)
I was helping to write a sales e-mail for a software company recently. I was also writing a thought leadership article, a PR plan for an executive recruiting firm, and an eZine for pharmaceutical reps. And for each one of these clients, I asked the same question: “What’s the pain for the audience? Where does [...]
Cooking up a thought leadership article that won’t get tossed
I’ve been writing more thought leadership articles these days, and for many people, this is a tough task to get started. You want to write something that shows your expertise and that customers will truly value. Here’s a few thoughts on how to begin the process. First things first: what is a thought leadership article? A thought [...]
How to Avoid Information Dump Syndrome
You know when you’re listening to a presentation and your eyes glaze over? Or you see a really dense-looking page full of words that you know is supposed to be helpful, but you just can’t bear to slog through it? It’s not that what you’re seeing needs to be flashier or more entertaining. That would [...]
So What?
That’s what you ask yourself when you read an ad or marketing copy. Why else read it? If the writing is good, you’ll think, “I totally agree!” or “I wish I knew that earlier!” or, best of all, “I need to buy that now!” That’s why “so what?” is such an important question for writers. [...]
Four tools to help you walk in your customers’ shoes before you write
The best kind of marketing writing helps readers solve problems…it says, “how can I help you?” But what if you’re not quite sure what your customers’ problems are…or what they would dream up if they could describe their ideal product? Some of these answers you know just from being in business. But here’s a couple [...]
What Apple can teach you about business writing
I love this Apple iPad 2 tv ad. It’s not only beautiful and emotional, it sells without seeming to sell. How do they DO that? What can you learn from this ad that will help you write for your company? I’m not just talking sales sheets or offer e-mails, I’m talking all the marketing materials [...]
