We’re big believers in the power of a great FAQ section on a B2B website — not just for customer support but for marketing.  So here’s our FAQ on FAQs:

What’s an FAQ?
For some, it’s a list of questions that people really do ask a lot. For others, it’s more like a list of questions you wish were frequently asked.

What’s it good for?
An FAQ does a few things that other forms of communication don’t do quite as well:

1) Let you tell your story in an informal, conversational  way from the user’s perspective

2) Address some common objections – without having to bring them up in the main ‘product’ copy

3) Provide a level of customer support – helping customers use your products and helping prospects make the right decisions

Who should use them?
Every website can justify an FAQ section but not every site needs one. We like FAQs for companies that are introducing a new category or new application because these tend to generate lots of questions about where the new thing fits into people’s lives. We did one for PressRun because they were pioneering a way to turn print magazines into tablet apps.

What makes a good FAQ?
I’m glad you asked that. A good FAQ is clear, well-organised, gives short answers, uses an open, conversational voice and links a lot to helpful content (on your site and — god forbid — elsewhere).

How many questions should I include?
Twelve. Unless you’ve got a really complicated story, then put in as many as you like, organised by topic for easy navigation.

How promotional should I be?
Go ahead and promote, but don’t be crass. The beauty of FAQs is that they feel like a friendly, open, honest view of your business. If you ask stilted questions like, “Why is your widget so popular among IT departments struggling to stay on top of power consumption ?” people will probably figure out that this is not really a list of questions that are frequently asked. It is a brochure in very poor disguise.

Why do so many leading technology brands choose to work with Velocity?
See what I mean?

Can I use my FAQ to pimp some of my content?
Indeed you must. You’ve produced lots of content that’s useful to your target audience. It would be malpractice not to steer people to this content in their hour of need. Again, don’t be crass about it. Make sure the content is relevant to the question.

Can I use my FAQ to bring up sensitive issues I’d rather not flag in the main web copy?
Yep. FAQs can be a really good place to raise and counter a common objection without broadcasting that objection to on your home page. For AppCentral, the enterprise app store folks, we covered issues like, “How is Mobile App Management different from Mobile Device Management?” and “Why can’t we just use the iTunes App Store?”

What if I can’t think of twelve good questions?
It doesn’t matter. Nobody counts.

Really?
Really.

You sure?
Well, some people do. So you might as well make a few extra ones up.

© Doug Kessler for Velocity Partners, 2011. | Permalink | No comment | Add to del.icio.us
Post tags: B2B content marketing, B2B marketing agency, Copywriting, persuasion, SEO, Web Marketing, writing

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One of the toughest hurdles: the email subject line. Just like any B2B marketer, their subject lines have to meet a few critical criteria:

• they have to attract attention
• they have to deliver the main benefit
• they have to vary so recipients don’t feel they’ve already deleted this one
• they have to avoid words that clearly signal spam
• they have to inject a sense of urgency

Sound like a familiar set of criteria?

Well, maybe we B2B marketers can learn a few things from the resourceful, highly committed folks peddling (mostly fake) Viagra.

Here are some of the compelling subject lines I’ve received in the last 60 days, grouped by strategy, with a few illuminating notes. In the immortal words of the first legitimate Viagra marketing campaign, let the dance begin:

The brand appeal
High quality Pfizer  [Simple but a bit dull -- and doesn't Pfizer make other drugs too?]

The medical approach
Dr Max make your penis on 3cm more!    [No offence, Dr Max but could I see that Med school diploma?]
For sure, you will feel more pleasure after of a short course of enhancing.

The caveman
Become the carnal monster     [I want to please my partner, not EAT her]
Increase your phallic strength     [Not sure heavy lifting is the point, but the towel trick does impress]
Larger bone today  [A personal favourite. It's got it all.]
You need Blue-Pill    [“Tarzan be back in moment. Jane don’t move.”]

The say what?
If there will be only girls around, will you be ready?     [Form an orderly queue, ladies, I'm just off for a short course of enhancing.]

The Top Gear appeal
Full control of your love stick.    [I'd settle for partial control]
Empower your pollinator.      [New meaning to the term 'deflower']

The highly personal
Your wife take deep.     [Hey, back off buddie.]
Your wife need your attention? Solve all the problems with IT. [How can the techies help?]
You want to impress your girlfriend tonight?  [I thought this was about my wife]

Translated by Google
Does your cock renounce to work? Bring through him to this illness!      [From Chairman Mao's little blue book?]
Any, even the most dirty desires will come true with our male enhancing set
Your private xxx life will be so good that you wont help from boasting it.

The poetic
Become master of amorous genre     [You and Kahlil Gibran]
Empower your body for love        [Julio Iglesias lyric]
Turn your bedroom life into a volcano of pleasure    [Rubber sheets recommended]
Add more spice to your bedroom life
Have Great Long Spicy Nights in Bed!
IT consultant of perfect love making art  [Again with the IT guys…]

The nudge-nudge, wink-wink
Back-and-forth all night!
[This could have been spam for ping-pong tables – I didn’t open it]

The endearingly enthusiastic
This is what you need for sex!    [bless]
Solving ALL love making problems in a matter of few minutes

FUD
Your weekend will not be good without good nights
Make sure that you made your woman happy tonight.
Over 10 million men made their women happy, and you?  [As long as 10 million men didn’t make MY woman happy]
Impotency has broken thousand of families. Protect your home!    [You know, you're right. I want to be a responsible father.]
What’s Your Hall of Shame.     [Hmmm... the hall... never thought of that.]

The playground taunt
Hey, are you the guy who cannot make love?   [Okay asshole, step outside]

And these are only from the last 60 days.

The B2B Principles of Viagra Spammer
What have we learned here? Well, there’s so much to take away but here are some pre-digested principles for the lazy:

• If at first you don’t succeed, try, try again – Viagra spammers never give up
• Keep that thesaurus close to hand – if you have a hand free
• When in doubt, use an exclamation point! – it always creates excitement!
• Refrain, at all costs, from using the term “love stick’ – even if it is one of your SEO keyphrases
• It’s okay to sell through fear – but try to stop short of outright public humiliation of your target audience

Onward and… um… upwards.

© Doug Kessler for Velocity Partners, 2010. | Permalink | One comment | Add to del.icio.us
Post tags: B2B marketing, Copywriting, Email marketing, persuasion, writing

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-

Ok, I lied. There’s no sex in this post. Adverts, on the other hand, aren’t technically allowed to lie. Back in the 19^th Century, you could make all kinds of wild claims about your Tincture of Gripe Water or Dr Astoundo’s Patented Baldness Liniment. Nobody could sue you if it didn’t do what it said on the tin. That changed in the early 20^th Century, which is all to the good. It means marketers have to be more creative when promoting products or services, and not just resort to bare-faced lies.

But there’s no law against bad spelling, grammar, or inaccurate use of terms. I’m one of those people for whom bad spelling and grammar are akin to the screech of nails down the blackboard of my soul. I spent a good 15 minutes staring at two pieces of bad advertising on the Tube this morning:

1) Nintendo DS’s 100 Classic Books. “100 classic novels… from Jane Eyre to Hamlet”.

Hamlet is not a novel. It’s never been a novel. It’s a bloody play, as anyone with half their wits about them knows.

2) Magnum Temptation. “It’s name? Magnum Temptation”.

This kind of thing puts me in danger of injuring myself, such is my righteous ire. There are talented young people out there busting a gut to get into copywriting, and some smug pillock can’t even be bothered to read through his or her own copy and check for grammatical howlers like this one. And, apparently, neither can anyone else in the agency. It’s an insult to the audience, to people who genuinely care about the quality of their work, and to the whole institution of ice-cream -eating. I will never buy a Magnum again.

-

Photo credit: Michael Karshis

© lucy for Velocity Partners, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: Advertising, B2B marketing, Copywriting, writing

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If you’re marketing fabric softener, beer or perfume, you’re in the business of manipulation.  You win if you make someone feel a certain way.

If you’re marketing security software or network infrastructure equipment, you’re in the business of persuasion.  You win if you manage to convince someone to try a better way.

Convincing is about building an air-tight case for doing something humans hate doing: changing their behaviour.  And while emotion (especially trust) plays a hugely important part in any sale, B2B marketing always comes down to building an argument; telling a story that leads to an inescapable conclusion: ‘You need to buy this, now.’

Marketing agencies love to stress the power of brand – the magic dust of marketing. They’re not wrong: brand is a powerful asset that can’t be ignored.  But unlike perfume and beer marketing, B2B also has a left brain side., where logic and analysis matter.

This is where argument comes in. Where the hard work of building a rock-solid case begins.

If your argument isn’t solid, the creativity of Björk and the budget of Nike will not move your business.  If you have a great argument, you can whisper it in a crowded room.  You have what the Earth has over the Moon.  You have an irresistible gravitational pull.

This post is about one aspect of building great B2B arguments: structure.  The roles of style and emotion are for another time.

A construction job

When talking about structuring an argument, the language of architecture is entirely appropriate.  Strong arguments are designed and built.  They have solid foundations and load-bearing walls.

If style is in the realm of creativity, structure is more about engineering.  You assemble pieces of logic; you test each piece for integrity; you bolt them together and test the joins; then evaluate the whole structure for soundness.  Only then, when the work is 90% done, do you call in the stylists to dress things up.

Whether presented in a brochure, on a website, in a short video or a powerpoint deck, the best arguments are always well-structured.  Just as you can’t make a good movie from a bad script, you can’t build a compelling argument on a bad structure.

Any decent copywriter can craft a pretty sentence. The ones who can build a strong case, then make you want to read it are worth their weight in gold.

The three building blocks.

In Hollywood, stories are built to a tight formula using movable parts called beats, scenes, sequences and acts.

In the persuasion trades (politics, law, marketing…) arguments are built on three main parts: Premises, Inferences and Conclusions.

If you’re struggling with a piece of communication, it pays to expose these parts and repair the weak links.  If you can’t find the parts at all, there’s your problem.

The Premise

The premise is the key to the argument.  Get it right and the inferences and conclusion are inescapable.  Get it wrong and you’ve allowed your audience a whole range of alternate pathways and ultimate destinations.

A good premise must do three things:

• Establish empathy – show that the prospect’s problems are your problems.
• Demonstrate authority – show that you’re in their market and know what you’re talking about.
• Frame the problem or opportunity – clarify the precise boundaries of the headache you’re curing or the opportunity you’re seizing.

To do this, you need to have a world view.  You have to see where the market is going, understand the context of the problem and earn a degree of credibility in talking about it (by doing so intelligently).

The goal of the premise is to tip the playing field in your favour — but to do it subtly enough that it feels objective.

The first job is to start getting the audience nodding in agreement, so you can keep them nodding as you proceed through the inferences and arrive at the conclusion.

You can’t do this if your premise is too controversial; if it’s subject to debate. But you can’t maintain interest if it’s entirely obvious and middle-of-the-road.  (Another approach starts with a bold, controversial statement, depending on the controversy to sustain interest while you build the case.)

• For Nativ, we described the ‘video anarchy’ every brand and marketer faces in trying to harness the many online video opportunities – then identified the Five Big Challenges they’d face in trying to overcome the anarchy.
• For Dr Foster Intelligence we built our argument on the fact that Primary Care Trusts waste money in their public health campaigns by reaching the wrong people and sending the wrong messages.
• For ip.access, we identified and named ‘The Power Problem’, explaining why 3G signals are weak inside buildings and why this is inherent to the design of the 3G network.

It’s a tricky balance.  You need a clear fact, with a spin.  A recognised issue with a twinkle of originality.

The Inferences

Once you’ve established your premise, you use inferences to move the audience along towards the conclusion.

This shouldn’t be hard: a good premise draws your inferences for you: because X is true, Y is true; because Y is true, Z must be true.

• For Nativ, we showed how all five obstacles to successful online video marketing could be solved by the right distribution platform.
• For Dr. Foster, we showed how better segmentation and insight would inevitably drive down waste and improve campaign results.
• For ip.access, we showed that putting base stations inside buildings was the only sustainable way to solve the 3G power problem.

Reviewing the obstacles is a task for the Inference stage of your argument.  Show why things are so hard and why previous attempts to overcome the obstacles are doomed to fail.

This is where you discount the most important alternatives to your solution — competitors, indirect substitutes or simply inertia.  You need to show why these alternatives fall short or how they create more problems than they solve.

• For Nativ, we needed to show that the ‘silo’ approach – building a new delivery platform for each and every online video channel – was the road to ruin.

Three important things about Inferences:

1. Stay on course. Only use the ideas you need to get you to the conclusion.
2. Marshall the facts. Use independent statistics, refer to analysts and authorities, quote customers.
3. Don’t fudge the logic. If Y doesn’t really follow from X, don’t pretend it does.

The Conclusion

If you’ve done your job so far, you won’t really need to construct a conclusion.  It will construct itself.

The principle of inescapability has guided the argument so far.  Now all you have to do is close the deal, review how you got here and back it up with more credibility builders (facts, stats, quotes, awards, reviews…).

• For Nativ, the benefits in time, cost, quality and process efficiencies make the MioEverywhere™ platform overwhelmingly compelling.
• For Dr Foster, the closer was an invitation to see how accurate segmentation and insight could transform results and drive down waste.

These arguments sound facile when compressed and when all support is removed.  But all good arguments follow simple paths like these.

Argument structure does not have to be brilliant.  It has to be clear, simple and, above all, inescapable.

Your job as a marketer is to build your arguments, support each step and find compelling ways to deliver them to the people you need to convince.  It’s harder work than sprinkling ‘brand dust’, but it pays off.

——-

Photo: Creative Commons: Syntopia

© Doug Kessler for Velocity Partners, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: B2B content marketing, B2B marketing, B2B marketing agency, Content, Content Marketing, Copywriting, Thought Leadership, writing

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That about sums it up.

B2B is a lot simpler than the gurus would have you believe. After all the e-tomes and blog posts and webinars it really all boils down to two words — and you can see them painted on almost every street in the land.

Of course, with enough effort, even this simple imperative can be screwed up:

The death of clarity

© Doug Kessler for Velocity Partners, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: B2B, B2B content marketing, B2B marketing agency, Content Marketing, Copywriting, Corporate Message Development, persuasion, writing

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Stan just presented our web seminar with B2B Marketing magazine, called “Content Marketing: Thought Leadership in a Web 2.0 World”.  Seemed to go really well.

Over 130 people attended and the feedback was excellent.  The seminar is based on our imminent Content Marketing Workbook, which you’ll be able to download from this site very, very soon.

If you want to view the archived web seminar, you can do that here.

Unfortunately, the webinar techies set the end time incorrectly so Stan was a bit cut off at the very end.  But other than that, we think you might like it.

© Doug Kessler for Velocity Partners, 2009. | Permalink | No comment | Add to del.icio.us
Post tags: B2B content marketing, B2B lead generation, Content, Content Marketing, digital marketing, Lead Generation, Social Media, Thought Leadership, writing

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It’s a presentation by Tony Hsieh, the CEO of Zappos, the US online retailer famous for shoes. He talks about his goal to make Zappos stand for the very best customer service and customer experience on the planet. So far, so blah. It’s a hoary old claim many cynical CEOs make.

But Hsieh’s company sees this goal as a real crusade. And it’s based on belief in some traditional marketing values: do what you say you’re going to do; always strive to exceed the customer’s expectation; and, critically, only hire people who are passionate about these things, because if you don’t, convincing people will be like urinating into a particularly gusty Force 7 gale. His passion for customer service has seen Zappos grow way beyond shoes, achieve revenues of over $1 billion this year (from a standing start eight years ago) and attract more than three per cent of the US population as customers.

In this age of social networking, keywords and SEO, what’s really interesting is what Hsieh thinks about more traditional interactions, the ones using a device invented in the 19th Century: the telephone. Zappos believes that having a customer’s undivided attention on the phone for several minutes  is golden, the best branding opportunity a company can have. As a result, Hsieh aims to make that time as memorable as possible, a time, as he puts it, ‘to really wow customers’.

To achieve the wow factor,  Zappos is obsessive about the company culture and who it hires. Everybody who applies to join faces two stringent interviews, one to establish whether they can do the job and one for culture fit.

Once a decision to hire has been made, every employee faces four weeks induction training, during which time they can choose to leave in return for a $2000 one-off payment. Amazingly, only two or three percent of people take up that offer. Meaning the remainder are people who really, really want to work for the company and buy into the culture. And it cuts out the less committed ones before they have time to do damage. Getting a reputation for customer service is hard. Losing it is easy.

Once the call centre reps (called customer loyalty managers) get to work, Zappos wants customers to remember their interactions and tell all their friends. So there are no scripts, no measurement of average call times, no procedures to cut the cost of telephone calls, no recorded messages. Just  encouragement  – from the very top down – of highly motivated humans to talk to other humans and solve their problems. In the video, as a demonstration of how far Zappos’ people go, Hsieh tells a funny story about someone calling a rep and asking for help in finding a pizza at two in the morning and getting numbers for some local outlets.

Hsieh says that because the web makes every company and its actions totally transparent, a company’s culture and a company’s brand are now two sides of the same coin. Unlike in the TV advertising age, consumers today can quickly and easily see through companies that try to project an image that’s not really true to life.

We think that’s true in B2B too: it’s no good claiming to be the innovation leader  in a particular technology area when you’re not – just look at tech companies’ press releases to see how often they do this. Nor does it make sense to bang on about your commitment to the customer when there are countless examples out there proving the opposite. What Zappos shows is that there’s a huge gap between claim and reality. And that achieving the latter demands obsessive commitment 24/7.

It’s worth 15 minutes of your time to see what he says.

© stan@velocitypartners.co.uk for Velocity Partners, 2008. | Permalink | One comment | Add to del.icio.us
Post tags: B2B marketing, Blogging, Content, Copywriting, Corporate Message Development, Corporate Positioning, Lead Generation, Marketing, SEO, Technology Marketing, Thought Leadership, Web Marketing, Web Relations, writing

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Its called Customer Value Propositions in Business Markets and it makes a compelling case for what the authors (James C. Anderson, James A. Narus and Wouter van Rossum) call “Resonating Focus”.

The paper identifies three kinds of value proposition: the “All Benefits” approach (list everything good about your product); the “Favorable Points of Difference” approach (list everything that’s better than the next best alternative); and the “Resonating Focus” approach (focus on one or two points of difference whose improvement will deliver the greatest value to the customer).

Like a lot of good business writing, this article brings together common sense ideas that are really rather uncommonly practiced by B2B marketers.  It’s about the hard work of building credibility and about making sure you’re building it where it will make a real difference.  Our recent paper on the Hierarchy of Benefits touched on this (one of the reasons Andrew pointed us at the HBR article).

© Doug Kessler for Velocity Partners, 2008. | Permalink | No comment | Add to del.icio.us
Post tags: BB2B marketing, Blogging, Content, Copywriting, Corporate Message Development, Corporate Positioning, Lead Generation, Marketing, SEO, Thought Leadership, Web Marketing, Web Relations, writing

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Corporate Positioning and Corporate Message Development Paper in pdf Format

When companies bring Velocity in to ‘sort out their messages’, we always ask what’s wrong with the way they’re currently telling their story.

A surprising number say something like, “We’re okay talking about our technology and not so bad talking about the topline benefits, but there seems to be a gap somewhere in between.”

Even if they don’t say that, they ought to – because almost every technology company seems to get stuck trying to find the right balance between tech-talk, feature-speak and business benefits.

If all you do is talk big benefits, there’s no credibility. If you spend all your time on features, it’s a big, “So what?’.

To explore the issue, we like to present the Velocity Hierarchy of Benefits, which starts out looking something like this (with the client’s real features and benefits inserted)…

The Velocity Hierarchy of Benefits (How to Scope Your Corporate Positioning & Corporate Message Development Work in One Big, Easy Triangle)

As you can see, the technical features are at the bottom — they may be important but they’re not benefits in themselves.

The next layer up holds what a lot of techies might think of as benefits. Things like ‘process efficiencies’ or ‘best detection rates in the industry’. To people steeped in the market, just saying these things feels like benefit talk – but to others, they’re means rather than ends.

Next step up the pyramid are three Big Benefits – the core of the company’s positioning and the heart of its messages. ‘Drives down the cost of bunion removal’; ‘Eliminates the need for expensive audits’; ‘Lets you do three times more with the same people’.

These Big Benefits should be aired a lot. And sometimes, they’re as high as the company should ever go. Because the very highest level is either beyond the target audience’s domain or because it’s heavily suggested by the layer below.

At the very top of the Hierarchy are the real reasons companies do things: to increase profit, drive up the share price or both. Again, this level may be too high to use overtly in marketing, but it’s good to remember what the end-end benefit is, to keep everything else in perspective.

Now comes the interesting part.

We like to add two scales down the right and left sides of the Hierarchy, so it looks like this…

Value vs Credibility (Why Corporate Positioning & Corporate Message Development Work Ain’t So Easy!)

On the left hand side, we have “Value”, showing that the highest value things appear higher on the pyramid and the lowest value at the bottom.

On the right hand side, we have “Credibility” – but this time the arrow is reversed. The highest-value benefits are also the least credible and the most credible things are, unfortunately, the ones your prospects care least about.

The inversion of these two scales and their attributes – Value vs Credibility – strikes at the heart of the communications problem that the hierarchy represents.

The things people care about, they don’t believe. The things they’re happy to take on trust… don’t matter anyway.

Making Vines (How to Make Your Corporate Positioning & Corporate Message Development Work Stick!)

When people first see their Hierarchy of Benefits, there’s a lot of talk about ‘where we should be aiming’. It’s as if the challenge were to find the right level and put all marketing efforts there.

But that’s not the point. The point is to connect the lowest and highest levels in meaningful ways.

To create vertical chains, ‘Vines’ if you like, that link each feature to the benefit levels above; and each benefit to the lower-order benefits and features below. Kind of like this…

These Vines do two very important things:

They bring value to your features.
They give credibility to your benefit claims.

So instead of saying ‘We’re the only widget with Auto-exfoliation™” (who cares?), you find yourself saying, “Our Auto-Exfoliation™ technology means excess bytes are removed on-the-fly – saving administrators time and dramatically reducing the cost of sale.”

And instead of saying, “Our Widget makes you more profitable!” (says who?), you add credibility with something like, “Our Widget uses patented auto-exfoliation to remove the tasks that take 60% of every administrator’s day – and slow time-to-market by weeks. The result is more productive IT people and products that generate revenue instead of costs.”

Where you need Vines

You need Vines wherever you communicate sales messages to the market. On every web page, in every blog post, white paper, product demo, sales deck, webinar and video.

If you spot a tiny tech feature floating out on its own – link it up to a benefit. And if you find yourself making big bold benefit claims without support, link them up to credibility-builders from lower down the hierarchy.

Over-simplifying? No doubt. But keeping yourself aware of the inverse relationship between value and credibility is a powerful guide for finding the right balance in your own messaging and positioning work.

© Doug Kessler for Velocity Partners, 2008. | Permalink | 11 comments | Add to del.icio.us
Post tags: B2B marketing, Blogging, Content, Copywriting, Corporate Message Development, Corporate Positioning, Lead Generation, Marketing, SEO, Thought Leadership, Web Marketing, Web Relations, writing

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Now I’ve blogged and blabbed about this before, so I won’t go into the thinking – but if you’d like to get a sense of why social media and web engagement is so important then check out some recent posts such as ‘Your First (Free) Baby Steps in B2B Web Marketing,’ ‘Pico Branding‘ and our ‘web marketing trends for 2008‘.

This post, however, is all about the mechanics and how to do it.

In truth, it’s not hard. All you need is the following:

1. A dedication to publishing a regular stream of gold top content to your site (note: it needs to be good and valuable to the folks you’ll reach out to in #2)
2. A variety of web outlets in which to cost-effectively publish this stuff (note: per above, the idea here is not to abuse these places but to selectively publish your best stuff on them ….think sensibly about this as many of them are happy to ban content ‘spammers’)

For help with #1, call us.

For #2, the mind map below gives you everything you need to do web / social media engagement by yourself. It’s easy. Just pin it on your wall and – once you’ve published a great piece of content to your site – follow the map clockwise and post it to the relevant destinations.

Let us know your thoughts (and results).

Note: your key to success here is to BE SOCIAL. Don’t just use these ‘outlets’ as a window for your own content. When you see other pages that you like, Stumbleupon/Digg/Reddit them – because this is their inherent value ….they exist to raise awareness of good, valuable web content. So, consider it your duty to promote everything that you really like, and not just the stuff you grow at home.

© Roger for Velocity Partners, 2008. | Permalink | No comment | Add to del.icio.us
Post tags: B2B marketing, Blogging, Content, Copywriting, Lead Generation, Marketing, SEO, Thought Leadership, Web Marketing, Web Relations, writing

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