Writing is both my profession and my passion, which means I have a love/hate relationship with the Web.
On the one hand, the Internet has unleashed creativity at an unprecedented scale, giving everyone the means to publish. But it’s also become an open and bottomless dumping ground for repetition, sloppiness and just plain bad writing.
At the Godfrey FWD:B2B Conference last month, I made the case for why brevity, originality and focus are even more important on the democratized Web than in print. So much content washes over us each day that only the most remarkable topics and approaches merit our audience’s attention, likes and shares.
Start by understanding your audience, not just as demographic statistics but as people. Titles and budgets don’t drive purchasing decisions; emotions do. Understand what motivates your reader and half your job is done.
Speak to your readers as people, not as job titles. Write in first person, let personality come through and empathize with their problems.
Adopt these six techniques to customize your message for social media:
B2C marketers get all the glory, but B2B writing can be fun and provocative, too. Share some examples here of words that made you stop and take notice.
Join a few hundred other B2B marketers. Sign up to get the latest in industry thought leadership, trends and insights.