5 Myths that can kill your marketing copy: Susan Gunelius

Mondays for me are what I call “Marketing Mondays”. I search for fresh information and learn about what others are doing. Today I found an article written by Susan Gunelius in Entrepreneur Magazine titled “5 Myths That Can Kill Your Marketing Copy”. Susan is the author of “Kick-ass Copywriting in 10 Easy Steps” and she writes the Keysplash Creative blog.

There are 5 copywriting myths Susan addresses in her article that are every bit as relevant to B2B marketers as they are to B2C marketers. These are 5 rules you should use every time you prepare to write copy.

Consumers care about me and my business

No they don’t. Get rid of the slides that show a picture of your building, the projected revenue and the world graphic showing all of your office locations (most of which are probably your salespeople’s homes) in your sales presentation.

Talk about your buyers and how you’re going to solve their problems.

I can use the same copy everywhere

Admit it. You do this to save time, we all do now and then. Susan makes the point that the copy should be appropriate for the medium.

Rethink your copy as it relates to where it will be used. Don’t use the same copy on your brochure as you would on your website as you would on your tradeshow booth. It’s consistent, but is it effective?

I can use the same copy for everyone

Bad idea. In complex B2B sales there will be different buyer personas involved in the buying process. You need to communicate differently to them when their problems (and agendas) are different.

Identify the different buyer personas that will influence the purchase of your product or service, and craft copy that is specific to their problems or needs.

I need to sound smart in my copy

It’s about your buyers not about you. Sounding smart may feed your ego but it can also turn off your buyers. And you could inadvertently make your product sound harder to use than it really is.

Speak using words your buyers use and in a tone that is familiar to them. If you’re a brainiac and can’t dumb down your writing, get someone else to do it.

It’s easy to write copy

No it’s not. Crafting copy that is effective and sells is very different from what you learned in school. Grammar and punctuation rules are routinely broken in order to persuade and make it easier for the reader to consume quickly. It’s a different game and needs a different skill set.

Product launch and the importance of good copy

When launching a product you may have only one chance to get it right and your copy plays a huge role. Have a clear picture of who your buyers are, how you address their problems and why you’re the best to solve them. Then write copy that is persuasive and appropriate for the medium.

Are you taking the time to craft copy that sells?

Are you writing appropriately for the medium or recycling the same copy?

Are grammar and punctuation rules you learned in school holding you back from writing great copy?

David Daniels

David Daniels

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