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BEST PRACTICE: B2B copywriting

I've spent the last 20 years writing B2B copy. And I have to admit, my experience is limited to one area: selling. Virtually every piece of copy I've written has had the same goal: to part an executive from some money. That might have been for a research report, training course, conference place, magazine subscription (lots of those), professional service contract or online database. So I'd like to look at a four-stage approach to, as John Kennedy once put it, “salesmanship in print”.

 

First – we're writing to sell to people at work