I'm an industrial copywriter and write sales copy and marketing content for B2B industrial manufacturing companies. Why that field and industry? Well, I have 30 years of experience in the … Click to Read More
Your customers are NOT content cows
And they don't live in a herd. Momma and I were taking a Sunday drive in the country last week. We passed a bunch of cows in a big field. Yeah... I know. It's called a herd. I didn't get out to go look, but I’m pretty sure they had brands on their butts. You know what a brand is, right? It’s that little mark that’s burned into their hides to mark ownership. If someone tries to steal them away, that mark identifies the ranch they belong to. Your customers are not cows. They don’t live in a herd. Your brand is not burned … [Read more...]
How to Write Boring Content for an Interesting Industry
I feel your pain. You work in an interesting industry. Perhaps the industrial manufacturing or industrial safety fields. And on top of that, you have an amazing product. Why, if companies bought it, it could give them a great return on their investment. It might have the potential to change, even save, people's lives. I hear you. If that sucker sold, it would devastate you. You might get employee of the month. Pats on the back and other accolades would abound. Even worse, you might get a raise! Who needs that kind of pressure, … [Read more...]
Demyth-tifying Industrial Content Marketing
(Wow… the old spellchecker went crazy on that one!) But, I had to use that word. Demystify just doesn't fit. Here's why. Content marketing isn't the new kid on the block anymore. In fact, it hasn't been for a long time. The Proctor and Gamble boys used it way back in the early 1800's. And on the Web, it's no longer that next new thing. It's all grown up and still evolving. But, there still is a lot of confusion about content marketing. So many myths and misconceptions still abound. It's no longer mysterious… Just … [Read more...]
Think I’ll PAS On That One – Twitter Sharing
Sometimes, I'll find a great update/article on LinkedIn that strikes a chord. If I find it quite useful, I'll PAS it along. (If you're in the B2B or industrial manufacturing industry… it could be yours.) And no, I didn't spell pass wrong. I did mean to write PAS. It's an acronym (which I normally shun) that stands for a sharing/headline formula: Problem Agitate Solve If your update links to an article that's useful — that solves a real problem — you'll catch my eye. And I'll likely PAS it along. Here's how that … [Read more...]
I Didn’t Hear Them Knock …
But, I had a feeling someone was at the door. Must have been someone there because the cat was peeking through the mail slot, howling like a banshee. By the time I got there, though, they were gone. I think I saw someone strolling around the corner. Sometimes they leave a door hanger. But often, the only thing I see is their footprints in the lawn. So, I have no idea who they were or what they wanted. I'm not too worried about it. They probably didn't have anything I needed anyway. But, if my house was a B2B website, I'd be … [Read more...]
The Porridge Was Just Right – Goldilocks
How's that for a testimonial? I hope you'll cut me a little slack here. After all, I'm not just a B2B copywriter. I'm a grandpa … with twin granddaughters! They're not quite a year old and not too picky about what I read to them. They grin no matter what I say. I could read The Wall Street Journal to them and they'd be happy as little meadowlarks. But their big sister, the Bug, is different. If she's heard a bedtime story before, I'd better read it right! For example, if I pull Goldilocks and the Three Bears off the shelf, she'll … [Read more...]
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