Archive for B2B Web Copy
Sold! The ONE Question That Guarantees a Sale
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It’s a simple question, really. As a B2B copywriter, or any kind of copywriter, you shouldn’t ignore it.
It’s something at which pitchmen like the recently departed and beloved Billy Mays was an absolute pro in answering.
And yet… few businesses even bother to look at the question, let alone put forth any effort in answering the question. Those who do answer the question only do so half-heartedly, as if it’s a stupid question.
Don’t get me wrong. It’s also the toughest questions to answer, particularly for a new company or business. I’ve struggled with it myself. But answer this question well, and you’ve handled at least 50% of the sales conversion process.
Case in point:
Quick, Practical B2B Copywriting Advice
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Landing pages, squeeze pages and sales letters… OH, MY!
A friend and colleague gave me a not-so-subtle reminder about effective web copywriting when he reviewed something I’d written for a client.
He converted my gab fest into this: “Want more customers? Get some here…”
There’s a beauty to this kind of simplicity. It addresses the primary concern of the target market and says, “get your solution here.”
And It’s All About the Desire
Posts about Web Copywriting as of July 12, 2009
Posted by: | CommentsIs Website Copy More Important Than Site Architecture?
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That’s the question that was raised by one of my connections on LiknedIn the other day.
He asked if website copy was more important than website architecture.
The obvious answer (as a copywriter) is: “Well, duh…“
That’s the gist of the majority of responses to his question, with a few minor variations of the theme.
I’m not so black and white about it, though. I never am. It’s both the blessing and curse of being a big picture strategist at heart.
Below is my answer to his question. You may be surprised by my response…
Fireworks, The 4th, and Boring Web Copy
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Last summer my son and daughter-in-law brought the grand kids down to Oregon from Seattle for the 4th.
That was fun, but the best part is that they brought some illegal Washington fireworks with them.
Oregon fireworks are about as exciting as watching the rain fall… sparklers that fizzle out in 20 seconds… “rockets” that put out a few sparks and make an obnoxious whistling sound… and the ever popular poppers.
The illegal fireworks, in the other hand… man, they were fun! I loved the bottle rockets that shot 50 or 60 feet into the air, then burst into a cloud of color. I think the grandkids liked the display, too. I couldn’t tell, since Jason and I were busy being kids ourselves.
Posts about Web Copywriting as of July 1, 2009
Posted by: | CommentsWeb Copy Tips: Learning From a Dark and Stormy Night
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“She fidgeted with the clasp on her purse and mindlessly glanced up at the clock. Only three minutes had passed. Three excruciating minutes of waiting for the police to arrive. It was an accident, she kept telling herself, as if doing so would change the facts…”
Why is most web copy so boring? I wonder if the woman in the story above had murdered her web site copywriter, and now she had to suffer the consequences of both bad web copy and a murder rap…
It’s as if we think others actually enjoy reading mind-numbing monologues on the virtues of “interactive marketing,” as in this bit of copy:
Web Copywriting and the Too-Long Wine List
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“Have you selected a bottle of wine to go with your dinner?”
I stare at the 15 page wine list, take a deep breath, and quickly scan for any bottle of red that is in the mid-priced range. It can’t be the cheapest, and I certainly can’t afford $120 for a bottle of wine. It’s doubtful I’d know the difference anyway.
I quickly look for anything remotely familiar in my price range. Of those, I select one I can pronounce without sounding like a complete idiot. Finally, I find something. It’s from California, so I can’t go wrong.
“We’ll have the ‘02 Cline Cellars Syrah, please.”
