Habit 5: Get Really, Really Good

Here we are on the last day of our series on the five habits of successful B2B copywriters. Today I’m going to cover what is, by far, the most important of them all …

Habit 5: Get really, really good at what you do.

What you do, of course, is write great B2B copy. That’s your deliverable. That’s what your clients are buying.

I learned this early in my career when I first interviewed Bob Bly. He told me how he would become an expert at certain types of projects that other writers would consider mundane, such as writing sales brochures. He would master the topic. Know it backwards and forwards.

Clients would notice. And, as a result, use his services again and again.

Trust me, this business is hungry – starving! – for B2B copywriters who really know their stuff. Every week I hear from marketing directors of companies complaining that they can’t find a good B2B writer.

In fact, a marketing VP told me just last week, “We have plenty of ‘okay’ writers knocking at our door, but few really good ones. We need a copywriter who has mastered the formats, techniques and best practices – and can write damn well. But we just can’t find one.”

Getting really good at what you do gives you a huge advantage.

In my neighborhood, for example, there’s a renovation contractor who is known for doing great work. He has truly mastered his craft. I recently tried to book him to do some work on our basement. He’s booked solid until the spring! That’s more than six months from now.

If there is one habit that has contributed most to my success, it’s this one. I’m always striving to strategize and write marketing copy, better. Even after more than 15 years in the business, I still read marketing and copywriting books, sign up for courses, webinars and other programs, and buy time from experts so I can pick their brains.

I recommend you do the same thing.


Take an honest look at your current skillsets. Ask yourself, “What more do I need to learn? In what areas do I need to improve? How can I get better, quickly?”

Then, make a plan. That might entail taking a course or program, or attending a workshop, or reading articles, or simply practicing an hour a day. (Yes, you can practice copywriting!)

It’s worth the effort. Like I said, the business world – and especially B2B companies – are hungry for skilled and knowledgeable copywriters.

Modern B2B Copywriting

Modern B2B Copywriting

Learn everything you need to know to succeed as a B2B copywriter from marketing your services to writing copy and everything in between. Learn More »

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Published: August 22, 2014

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