B2B Copywriter Makes 2 Industrial Strength Fails…and One Business-Saving Fix

B2B Copywriter Makes 2 Industrial Strength Fails…and One Business-Saving Fix

The importance of backups in protecting your data...and your business. Screwed up my computer last night. It's not something that happens often, mind you. I've been fooling around with these marvelous machines for longer than many of my clients have been alive. But it does happen. Taking a break from my writing chores, I thought I'd fix a minor problem that's been nagging me for a while. When I did, I ended up playing the "dummy card." I do that on occasion. And that's why I keep a plan in place to protect me from my own stupidity. … [Read more...]

B2B Copywriter Gets Unexpected Lesson…from Solitaire

B2B Copywriter Gets Unexpected Lesson…from Solitaire

It was 5:30 AM on this January 1, 2015. I'd awakened early, as usual, and stumbled down to my office. Everyone else was still sleeping, even the dog. On the way, I stopped in the kitchen to get a pot of coffee started. As I waited for this Elixir of Life to finish brewing, I thought I'd play a few games of Solitaire on my computer to get the old brain cells warmed up. Now, I'm not a big gamer. In fact, the few games that come with the operating system are the only games on my machines, both desktop and laptop. On the second … [Read more...]

Give Your Business Prospect a Name

Give Your Business Prospect a Name

Knowing your targeted business prospect makes writing content and copy much easier. While that’s well known, many copywriters and their clients don’t dig deep enough into their prospects’ overall image. Visualizing the reader makes the finished product even more effective.  A worksheet that I use helps build a 3-D business prospect image. Starting with a blank slate, I fill in the blanks until the reader appears as a living, breathing person. This process takes time, but it’s worth it. Building a 3-D model I’m a big fan of science fiction TV … [Read more...]

An Important Part of Your Marketing Strategy

An Important Part of Your Marketing Strategy

Promoting the Total Cost of Ownership Buying a product or service involves several steps. In fact, it's more of a process than an action. Similarities exist between consumer marketing and business-to-business marketing. However, there are some important differences when marketing B2B. An effective marketing strategy includes explaining the total cost of ownership. What is a Total Cost of Ownership Marketing Strategy? The TCO is easy to define, but hard to figure at times. Simply put, the total cost of ownership includes the net cost incurred … [Read more...]