We bang on a lot about the importance of copywriting in B2B but we don’t often see good data to support our case. I found some while listening to an excellent webcast by Joe Pulizzi of Junta 42 and Jeff Ogden of Find New Customers (Jeff is a passionate pipeline marketer you might want to be following).
It’s from an SEOmoz survey and simply asks people how they choose what they read. The slide says it all:
It still amazes me how many companies get so much right – a great product, compelling logic, an air-tight ROI case – then fall down at the final, most critical hurdle: putting the story into words that attract and convince. Fuzzy, jargon-packed copy alienates buyers. Clear, compelling copy attracts them.
Thanks for sharing this Joe and Jeff.
(BTW – Jeff’s white paper, “Moving from Transactional to Conversational Email” is also worth a read).