B2B Marketing's First Little Secret

Back in April, I left my cushy corporate B2B marketing job to pursue the writer’s life. And so far, it’s been a fantastic experience – full of growth and satisfaction. Two clients in two weeks means I’m off and running!

And you can run too. As a former B2B marketing manager, I can help you see inside some of the largest B2B companies in the world and help you learn about the little secrets of B2B marketing that give you opportunities to succeed. The first secret is:

B2B marketers aren’t great writers.

In corporations, writing is a necessary skill – but no one has the time or inclination to become great at it. Writing is just one tool in the toolbox.

There’s another problem. Any B2B manager spends, at most, 10% of a day actually writing. There are just too many other things to do.

Marketing managers want to be “good enough” at writing. And as we all know, “good enough” is never good enough. That’s why, if it’s been up to the marketing manager to write it, much of the B2B copy out there is dry and uninspiring. And that means it doesn’t generate great results.

Ken Brand, a real estate social media genius, described great marketing as “less blah-blah, more ah-ha.” It’s not unusual to see marketing copy that was done as a “check in the box” activity without any focus on pleasing customers. If you review most B2B copy, you’ll see a lot of blah-blah out there.

And that’s where the opportunity lies. Great B2B copy needs a specialist to make it great.

I describe great writing as “the WD-40™ of the sales cycle.” If you can learn what makes B2B prospects tick and address their needs in your copy, you’ll be in great demand because you’ll accelerate sales.

Can you guess how many B2B marketing managers need your help? There were more than 5,000 of them at my old company – and that’s just a single business.

There are over 5 million registered businesses in the U.S., and roughly 30% of those are B2B companies. So with over 1.5 million companies looking for website updates, email marketing, white papers, and video scripts, among other kinds of copy, the possibilities for B2B specialists are immense.

You can be in demand from Day 1 if you can demonstrate great B2B copywriting skills. (And remember, the bar is not too high.)

B2B marketing managers NEED you to be a great writer – but where do you start?

Start being a great writer – today.

I wrote an article for you that gives you five major secrets to becoming a great B2B copywriter. None of them are difficult – but if you master all five of them, you’ll know the great secrets of B2B insiders – and be able to do more than 90% of the B2B marketers out there.

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Published: June 4, 2012

2 Responses to “B2B Marketing's First Little Secret”

  1. Once again, this is a great article and let me thank you for contributing and sharing your ideas here.

    Potential clients are looking for a copywriter who can stand and deliver.

    That means being able to crank out copy that conveys complex ideas in simple and effective language.

    Your copy should be succinct and to the point and communicate, communicate, communicate.

    Avoid the use of jargon and flowery language and complex sentence structures.

    Write to communicate and not to impress.

    That ought to be your mantra.

    Archan Mehta

  2. Companies are looking for writer, but a lot of writers do not seem to be aware that you do not need to write like Hemmingway or Faulkner to succeed.

    In that sense, commercial writing is different from creative writing.

    You can develop your skills as a writer by writing every day and sticking to a routine.

    The best writers make a promise to themselves, for example, that they will write for X number of hours every day.

    Alternatively, they may have a goal of completing a certain word count on a daily or weekly basis.

    You have to find out what works for you and then you have to just go for it.

    Archan Mehta

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