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Comments
Sue Katula StoneArch May 20th, 2016
Love this! Voice and tone are so underrated–and so critical if you want to connect in a meaningful way to your audience. I forwarded this to our entire creative team. And thanks for making me feel proud to be a B2B writer.
Harendra Kapur May 23rd, 2016
Cheers Sue. Underrated is good. It means it’s still worth differentiating on.
Jay Manahan May 22nd, 2016
Always refreshing to read (and emulate) Velocity’s take on B2B marketing–especially on copywriting. But I’m curious: can you describe the fits that Velocitoids throw whenever they see “innovative,” “world-class,” “cutting-edge,” or “state-of-the-art” without context in any piece of B2B tech marketing?
Harendra Kapur May 23rd, 2016
Ha! Well suffice it to say it isn’t a positive reaction. It’s weird but I think you can learn a lot from the places where a company uses words like those without context. You can see what they’re trying to signal – what they know is important – even if they’re doing it in an obtuse way.
Lionel Msource May 30th, 2016
I had to look up perspicacity. I’m glad i didi, its a good one!
The gif of the cat going down the stairs in the box was worth checking out, too!
But the blog post was good, too. Especially about how ‘voice’ comes from how you feel about what you’re writing.
Nan G. August 23rd, 2016
Interesting. Lose the expletives. They’re hipster bait and a crutch. Great writers don’t need to use them.
Harendra Kapur August 23rd, 2016
Cheers, Nan.
Appreciate the advice, though I think well-placed swearing’s a lot more than just hipster bait.
This is an eternal debate though, so thanks for commenting.
Doug Kessler August 23rd, 2016
Nan — we did a post on this issue if you’re interested:
http://velocitypartners.com/blog/how-to-use-swear-words-in-your-content-marketing/
Clearly, swearing is polarising and I do think we get it wrong sometimes. But generally, we do it thoughtfully (sometimes crossing the line).