Ten ways that B2B marketing copy goes wrong
Let’s face it, most B2B copywriting is not very good. Here are ten reasons why:
1. Not being clear about what you want your audience to do.
All good writing starts with this and all bad writing doesn’t.
2. Not being clear about why they should do it.
You just need three powerful reasons.
3. Not saying why they should believe you.
Support your reasons with facts and logic.
4. Failing to take a view.
Good writing starts with a clear world view and an opinion about the issues the reader cares about. “The world is like this. That’s why you need our widget.”
5. Not doing your homework.
Lazy writing is bad writing. Research pays dividends.
6. Putting on your ‘writer’s voice’.
This is a killer. Forget your writing voice, use your speaking voice.
7. Failing to structure your ideas.
Good writing takes people on a trip. Structure is the path.
8. Treating your audience like a decision-making robot.
B2B buyers are human beings first. Lighten up.
9. Being too abstract.
Good copy is concrete and specific, uses an active voice and uses the second person (you) a lot.
10. Being a wuss.
Good writing is confident. Bad writing lacks the conviction that it’s worth reading. So it isn’t.
Any other causes of bad B2B copywriting you’d like to share?
Photo: Flickr Creative Commons: Forbidden Emotions