The B2B Marketer's Second Little Secret

It’s Brian E. Whitaker again, bringing you some of the little secrets of corporate B2B marketing.

B2B marketers keep these secrets for a reason. Some of them are myths that support their value. Others are afraid that letting the secrets out dispels the mystique of being “in marketing.”

But since I’ve left the world of B2B marketing behind, I’m happy to share what big companies try to hide from copywriters like you and me.

Here’s one for today: B2B marketers are too busy to produce great copy.

It’s true. When I was a product launch marketer, I had, on average, 15-20 different pieces of collateral to produce. These ranged from source guides to brochures, web copy to video scripts, training presentations to photo captions.

I had about 12 weeks to do all the necessary writing. Sounds like enough time, doesn’t it? But it never was. I was often writing content up to twenty-four hours before a product launched. In one case, I was editing copy 17 minutes before a product launched.

Why was I so inefficient? Before I left Dell, my calendar was usually filled from 8am to 5pm with meeting after meeting, activity after activity. Very little of this work was actually marketing.

I actually had a meeting to plan topics of conversation for other meetings.

Carving out time to write was difficult because writing is important but rarely urgent.

That’s the beauty of being a B2B copywriting specialist. Whole industries are full of people like I was who have no time to write vitally important marketing copy.

They need your help to drive sales and support customers.

Imagine you’re a salesperson for a B2B product. Can you imagine dropping by a prospective customer for a discussion about your product, and when asked for supporting collateral – for example, a brochure or a customer case study – you’re forced to say, “We don’t have one”?

Wouldn’t that be painful? For the salesperson and the customer?

As a B2B copywriter, you can become the essential support for B2B marketers, B2B salespeople, and B2B customers to make sure that never happens.

  • You help the B2B marketer manage her workload.
  • You help the B2B salesperson have deeper, more relevant conversations with customers.
  • You help the B2B customer understand the value of the product.

And you make money by helping others.

Steve Slaunwhite, creator of Secrets of Writing High-Performance Business-to-Business Copy, sees B2B copywriting as “the writer’s surest path to six figures.”

Within four weeks of on-demand, at-your-own-pace training, you’ll know more about writing effective B2B copy than 90% of the marketers out there.

Steve’s step-by-step program can put you on the fast path to helping B2B companies and customers. You’ll find yourself writing web copy, blog posts, brochures, datasheets, case studies, newsletters, and much more.

And by doing those simple projects for clients who are thrilled to have you, you’ll discover just how easy it is to make over $1,250 a day as a B2B writer.

Interested? Check it out here.

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Published: June 5, 2012

1 Response to “The B2B Marketer's Second Little Secret”

  1. Thank you.

    This article was an eye-opener and I appreciate your ideas here.

    Like Robin Hood, the copywriter has to have several bows in his quiver.

    You may be called upon to produce copy at a moment's notice. And you have to be willing to step up to the plate.

    These days, writing for blogs has become an important part of the game, something that was not a requirement in earlier times.

    Writing for social media will enhance your credibility and make you more marketable and lead to visibility.

    Archan MehtaJune 6, 2012 at 5:55 pm


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