DH, a B2B copywriter, shocked me by saying in a recent e-mail: “My clients aren’t looking for results — my clients are looking to make their jobs easier … I often write simply to take the stress load off my client.<\/p>\n
“One client says to me all the time, ‘Thank you. You make me look good.’ That is my job, as I see it.”<\/p>\n
I write a ton of B2B, and that’s not at all how I see my job. <\/p>\n
My job is to write the strongest possible copy for the client’s product or service — copy that’s going to increase click through rates, conversions, leads, appointments, RFPs, and sales. <\/p>\n
In other words, copy that makes the cash register ring!<\/p>\n
So let me ask those of you who ARE B2B marketers — or who work for B2B clients: <\/p>\n
What’s most important to you?<\/p>\n
Writing safe, tame copy that is exactly what the client wants, and can be approved without hassle or rewrite? <\/p>\n
Or writing the most powerful copy possible, to make money for the business?<\/p>\n","protected":false},"excerpt":{"rendered":"
DH, a B2B copywriter, shocked me by saying in a recent e-mail: “My clients aren’t looking for results — my clients are looking to make their jobs easier … I often write simply to take the stress load off my client. “One client says to me all the time, ‘Thank you. You make me look […]<\/p>\n","protected":false},"author":1848,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-179","post","type-post","status-publish","format-standard","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/users\/1848"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/comments?post=179"}],"version-history":[{"count":0,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/179\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/media?parent=179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/categories?post=179"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/tags?post=179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}