Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them

Written by Jennifer McCay

When you're writing or evaluating copy for a B to B marketing (also referred to as "business to business" marketing) campaign of any kind, you may think it's only appropriate to write formal copy in which you refer to yourself as "we" or "our organization" and let lots of other copywriting basics fly outrepparttar window.

Sadly, these sorts of mistakes arerepparttar 135897 result ofrepparttar 135898 major misconception that you have to be cold and impersonal in your copy if you want to seem professional. If you're guilty of this copywriting crime, you probably learned this rule from a well-meaning, but misguided communicator who doesn't understand that business writing is designed to sell.

But fear not -- there's no reason for your B to B marketing to be bland and ineffective. You just need to know what to look out for. In this article, I've outlinedrepparttar 135899 3 copywriting blunders that happenrepparttar 135900 most and can be easily avoided inrepparttar 135901 future.

These B to B marketing mistakes include:

1. Avoiding use ofrepparttar 135902 word "you" in your copy. Apparently many companies are underrepparttar 135903 impression that business people like their human sides to be ignored -- to which I say, Au contraire.

Last I checked, most of us inrepparttar 135904 business world still want to feel included inrepparttar 135905 copy we read. Wearing a suit or working for a large corporation doesn't magically turn that need to connect off. Speak torepparttar 135906 person directly usingrepparttar 135907 words "you" and "your," and your results will be stronger.

2. Using technospeak when user-friendly copy better suitsrepparttar 135908 non-technical audience. Sure, some people in your industry know whatrepparttar 135909 word "interoperability" means. But they're rare and probably aren'trepparttar 135910 ones makingrepparttar 135911 marketing decisions.

To illustrate my point, I would invite you to consider this:

I am a professional copywriter and always aim to deliver accurate copy to my company's clients. However, given that this article is targeted to help a general business audience, it's fair to say it might not make sense for me to start waxing on here about unclear antecedents andrepparttar 135912 blight that isrepparttar 135913 dangling participle, even if I am something of a grammar fanatic in my own little microcosm of reality.

Formulas Copywriters Employ When Creating Web Content

Written by Angelique van Engelen

What is it exactly that copywriters DO when they produce new text for a site makeover? You often seerepparttar advertisements; a designer is looking for a freelance web writer who is going to create content around a number of keywords. There’s not a lot more information aboutrepparttar 135896 process. What arerepparttar 135897 tricks ofrepparttar 135898 trade and how do you get value for money when hiring a freelance writer?

When you discuss a site makeover with a copywriter, be prepared to answer a lot of questions. Any writer needs to knowrepparttar 135899 answers to at least these questions before he can meaningfully go to town on your content;

What isrepparttar 135900 site’s line of business?

Who is targeted?

How doesrepparttar 135901 client want their web content to reflect their goals?

What isrepparttar 135902 number of pages ofrepparttar 135903 site?

What isrepparttar 135904 site’s current conversion ratio?

What have site owners done inrepparttar 135905 past to change this?

What arerepparttar 135906 conversion ratio targets?

Isrepparttar 135907 corporate identity still in tact?

What isrepparttar 135908 identity now and what arerepparttar 135909 reasons forrepparttar 135910 change?

Most copywriters have their own style in creating creative text. But note that not every copywriter is necessarily a website copy writer. Everybody goes about content some way or another, but generally people tend to focus on a number of aspects that are wider than merely writing some text and mentioning a number of keywords.

I have developed this strategy for writing successful content for my clients; I will sit down and spell out what I callrepparttar 135911 ’vital communication factors’ of a website. The main points of sale of a business website. Orrepparttar 135912 general idea behind a general interest website. Orrepparttar 135913 philosophy, reason for being of an entity other than a business, general interest.

It is around these vital factors, that I will begin to createrepparttar 135914 skeleton of links and click throughs, orrepparttar 135915 navigational path. Weavingrepparttar 135916 text intorepparttar 135917 navigation isrepparttar 135918 next stage. I tend to assign some weightings to allrepparttar 135919 internal hyperlinks, which mirror their importance torepparttar 135920 website’s vital points before I writerepparttar 135921 text.

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