Impress B2B Clients with Your Secret Weapon
By Donna Kaluzniak

As you build your B2B writing business, you’ll begin to attract a wider variety of clients. That’s a good thing.

But when a client asks for a type of project you’ve never done before — yikes!

Don’t panic.

As an AWAI’er and member of B2B Writing Success, you have everything you need to get the job done.

The B2B Writing Success website contains hundreds of articles, interviews, and tools for all types of B2B copy and content. From article writing to lead-generation to white papers — it’s all there for you to use.

You can go even deeper with AWAI’s programs for the B2B writer. Just a few of them include:

• Secrets of Writing High-Performance B2B Copy by B2B expert Steve Slaunwhite
• B2B Websites: Developing Content that Builds Authority and Generates Leads, Too by B2B marketing consultant Dianna Huff
• How to Write White Papers that Command Top Fees by Steve Slaunwhite and Ed Gandia

(If you’re an AWAI Circle of Success (COS) member, you already have access to all these programs and more.)

How to Use Your AWAI Tools

Your first step as a B2B writer should be to go through the Secrets of Writing High-Performance B2B Copy program. This will give you a thorough education of the B2B market and an overview of B2B projects.

As you get more clients and projects, use the specialty programs to fine-tune your writing.

Let me give you a couple of examples from my own experience.

What to Do When You Think You’re Clueless — But Want to Look Like an Expert

As a B2B writer, I’ve enjoyed a variety of projects, often learning on the go. I’ve written web copy, content, articles, blogs, presentations, press releases, and more. Recently, two new clients asked me to do projects I’d never done before.

After my initial anxiety, I remembered to use my AWAI tools to help me complete these projects. A world of help was a few keystrokes away.

Project #1 — A Case Study

I wanted to make case studies one of my specialties. So I got the courage to ask a prospect if they could use some help with case studies.

I was happily surprised — then terrified — when they said yes!

I immediately signed into my AWAI online portal to look for help.

I had already downloaded Writing Case Studies: How to Make a Great Living by Helping Clients Tell Their Stories. This program is by Ed Gandia, a six-figure B2B copywriter, author, speaker, and coach.

Unfortunately, I hadn’t actually gone through the program yet. (Yes, I have Shiny Object Syndrome. I get excited about a book, program, or webinar, and then don’t take the time to read or complete it.)

Well, now it was time. I wanted to finish it fast, as I had a deadline for a case study!

I focused on the modules about case study structure, the interview process, Ed’s “walk-through” on writing the case study draft, and his analysis of four different case studies. I must say, although it was work — I had fun!

I followed the planning steps in Writing Case Studies to understand the client’s objectives. And I used a sample questionnaire from the course to prepare for interviews. After completing my research, I wrote the case study using the structure outlined in the program.

So how did my first case study go over? My client’s comment: “Wow, I can tell you’ve done a lot of these … Great Job!”

I’ve now been invited to write my third case study for this client, who wrote, “Thanks for taking the assignment — I’m excited to be working with you again!”

Project #2 — Social Media Posts

Another client asked me to help him write social media posts on Twitter, LinkedIn, and Facebook. Although this was my first social media assignment, I said, “Sure!”

Back to my AWAI portal, to review Nick Usborne’s program, How to Make Money as a Social Media Marketing Expert. Nick Usborne is an experienced online copywriter and web specialist, and an outstanding instructor.

I focused on sections about defining the client’s goals, stages of implementation, and how to write for social media.

After reviewing the program, I had a long consultation with the client to develop a strategy. Next, I drafted an Editorial Calendar with topics for the postings. Finally, I wrote the first set of posts and tweets.

The client’s comments: “Wow, really like the well-organized schedule … the posts look great!”

It’s too early to tell the full impact of social media on his business just yet, but he’s noticed additional followers.

Jump In

I’ll admit it’s a little scary working on a completely new type of project. Especially so when working with a new client.

My first case study and social media posts took a longer time to organize and write. Of course, you wouldn’t expect to breeze through on the first attempt of any project.

But as I get comfortable with the process and format, these projects get easier.

So, don’t hold back or turn down a project because it’s new to you or seems difficult. Depending on your relationship with the client, you may even want to admit it’s your first time writing a newsletter, white paper, or other B2B project.

Jump in with confidence — and use your AWAI tools to guide you step-by-step as you complete your project.

Editor’s note: Get full access to all the tips, tools, and resources B2B Writing Success has to help you grow your B2B copywriting business with a Platinum Membership. Find out more here.

This article, Impress B2B Clients with Your Secret Weapon was originally published by B2B Writing Success.