The absolute essentials
- What is the difference between writing for B2B as opposed to B2C
- What constitutes effective B2B copy - and how to recognise it when you see it
- What is engagement - and how to achieve it
- When is the best time to write to a B2B prospect
The thinking before the writing
- How to get to know and segment your target audience
- How to sell the same product/service to different people in the B2B decision making unit
- The two questions you must ask to ensure that what you are saying will interest your busy prospect
- The secret of successful storytelling and how to use it in B2B content and copy
How to write yourself a Brief
- Why B2B writers need a documented strategy
- The three initial questions that will save you hours of wasted effort
- Taking you step-by-step through the Brief
- A technique for nailing the all-important Proposition
- Do emotional appeals work in B2B as well as they do in B2C?
- What you can learn from Steve Jobs about being single-minded
- Why the Brief is your essential tool for selling your work
Writing your headline and subject line
- Why you always need a headline and why it’s particularly important to a B2B audience
- The three elements that you must build in to your headline and subject line in order to grab your reader’s attention
- Relevant Abruption - and how it can make your headlines and subject lines even more compelling
- When you’re up against it: How to write a headline in one minute
- How to get your message past the gatekeeper so it’s seen by C-Level clients
- How to get journalists and influencers to notice your message and cover your story
Body Copy - What are the general principles?
- Understanding how your busy business audience reads and a technique for getting them to stick with you to the end
- Why text only emails can work so much better than visual led emails
- How to get your message in the right order
- How to write your copy in the appropriate tone of voice
- Does a conversational style work in B2B as well as it works in B2C?
- How to work out the correct length of your copy
- How to overcome writer’s block
Writing your body copy
- How to make your body copy track from your headline
- How to win your reader’s trust with empathy
- How to convince them with facts
- How to overcome their lingering doubts
- How to get them to do what you want them to do: … offers … incentives … calls to action
Improving your first draft
- Identifying the words you should you be using
- Pointing out the words and phrases you must avoid
- Jargon - is it OK to use it in B2B?
- The most important word of them all - and how to use it
- How to construct a sentence that your prospect wants to read
- How to use the special words that keep them reading
- How editing your copy by 25% can make it twice as good
How to lay out what you’ve written so it gets noticed, read and acted upon
- What is the difference between a digital layout and an offline layout?
- What are the four key elements in an effective layout?
- What is the one common layout mistake that you must always avoid?
- What kind of typeface should you be using?
- Is a serif face better than a sans serif face?
- When should you use capitals, bold, italics and bullet points?
- How long should a line of copy be?
- Other tricks you can use to keep your reader reading
Steve Harrison Hon F IDM, Consultant
Steve Harrison was European Creative Director at OgilvyOne and Global Creative Director at Wunderman, either side of starting his own agency HTW (Harrison Troughton Wunderman). HTW won twice as many DMA Awards than any UK agency and Steve won more Cannes Lions Direct awards than any creative director in the world. The key was not so much having a fantastic creative department, but crafting clear client briefs.
Steve was described by Campaign magazine as the greatest direct marketing creative of his generation. He is also the only direct marketer to appear in the D&AD Copy Book which features the work of the top 50 advertising copywriters of the past 50 years.