Ten ways that B2B marketing copy goes wrong
Let’s face it, most B2B copywriting is not very good. There are many reasons, but here are our top ten. Is your latest B2B marketing copy guilty of any of them?
Velocity Profiles
Doug Kessler | Creative Director
Started on Madison Avenue, at Ogilvy & Mather, New York. Quickly moved from Dove and American Express to meatier stuff like AT&T, LIFFE, Gartner and BT Global Services. Moved to London in 1990. Freelance copywriter for a few years, migrating upstream to marketing consulting. Started Velocity with Stan Woods in 2001.
Doug's Latest Posts
Ten Tips for Cross-Promoting your Content, Part II
As B2B marketing content libraries start to grow, we all need to think about how we cross-promote our content to people who have already engaged with us.
How to structure a B2B argument
B2B marketing always comes down to building an argument; telling a story that leads to an inescapable conclusion: ‘You need to buy this, now.’ If your argument isn’t solid, the creativity of Björk and the budget of Nike will not move your business.
The power of beliefs in B2B marketing
Check out this great TED Talk by Simon Sinek on the power of beliefs in marketing. Great leaders and great companies start with beliefs not facts, policies, products or services. People don’t buy WHAT you do they buy WHY you do it.
Doug's Latest Paper
The B2B Content Marketing Workbook
Content Marketing is probably the single most important weapon in the B2B marketing arsenal. This eBook takes you through velocity’s approach to the art. Download it and see what you think…
Visit Doug At
Things Doug Likes
- Canton Tea Co
Lovely, whole-leaf, green tea - Bryher webcam
Our special place - My Ride To Work on Vimeo
A short film about bikes and dingbats - Kiva
Micro-lending – try it! - Lomography
Funky crappy plastic cameras - The New Yorker
Addicted - Opposable Chums
A nature docu-comedy by Jason Kessler - Tim Little
Tim Little shoes – shoes & blues… - ZenDesk
A wall of Buddha Machines
Doug's Videos
Doug's Photos
Doug's Books
Doug's Slideshare
Doug's Twitter
- Why #B2B Marketing is so Boring -- Over 2,000 views in 3 days – helps to be on #SlideShare home page! http://slidesha.re/ade8JQ
- Why #B2B Marketing Sucks A gentle kick in the head. http://slidesha.re/ckiBru
- Reading: "Miniature Art on the Tip of Pencil by Dalton Ghetti"( http://twitthis.com/6rdu3m )
- @myen SEOmoz Introduction to SEO http://slidesha.re/bSF3dZ
- RT @nstoneman: Latest #B2B blog: SEO - optimize for show, organize for dough - http://bit.ly/9Dfwom
- RT @nstoneman: RT @gtaylor57: Little Red Riding Hood as told through infographics http://bit.ly/cKcTV2 via @jnack
- SEOmoz Introduction to SEO http://slidesha.re/bSF3dZ
- RT @RobertGowans: Is nobody reading your email newsletter? Here's why - http://bit.ly/aGeyZp
- RT @ESourceWendy: MarketingSherpa: Chart: Email Newsletter Response Rates http://ow.ly/2l5OV (23% open rate for B2B newsletters)
- Ten Mistkes in #B2B Marketing Copywriting http://bit.ly/9vbWUX