Engage your B2B audience through powerful copywriting
- Get your USP across
- Increase audience response rate by creating a solid narrative
- Grow your website traffic through effective use of SEO techniques
- Streamline the writing process in your organisation
- Find more inspiration by leveraging the knowledge in your organisation
“We are a globally recognised enterprise solution provider”. How many times have you been tempted to write something similar? It’s hard to differentiate in the B2B marketplace and often we struggle to communicate the complexity of our offer and the how is it different from our competitors. On top of that, we have issues internal to our organisation in terms of considering creativity, access to sensitive information, or simply being too busy to dedicate time to writing.
Whether your goal is to drive your readers to take action or to educate them, you need to make sure your content is effective, engaging, honest and readable. Arguably, the goal it’s not about being creative for creativity’s sake. At the same time, it’s not all about logic either - so how do you find the right balance?
In this course, we’ll explore what makes effective writing - is it readability, relevance, or a hidden ingredient we often overlook?. We will start this extremely hands-on course investigating the different motors that drive powerful writing. We’ll then build a working tool to help us decoding increasingly challenging pieces of writing to understand what makes the reader feel interested, engaged or demotivated. In particular, the tools we’ll be looking at are: proving for disconnect and copy integrity, how to change your approach to writing, SEO and tone of voice. With these tools, you will achieve clarity in our writing and be able to tailor our message to our target audience.
You’ll also learn to:
- Avoid the most common pitfalls when writing for your B2B target audience
- Build a reusable framework for your copy
- Appraise existing content and how to keep it relevant
- Differentiate benefits and features depending on your target audience
- Find inspiration in your target audience
We will lavish our attention on new technologies, tools and channels to make sure sloppy copy isn’t costing you potential revenue.
What other customers say about this course:
“ I thoroughly enjoyed the course and found that it has given me several tools and copywriting approaches to take forward into my work. Very well organised and allows for some great structure for writing” - Belzona
Gideon Todes was educated at Westminster and Cambridge. He joined Saatchi and Saatchi advertising in the days, and went on to win numerous creative awards. After spending plenty of time in agencies it was time to work direct for clients. And once there, it seemed more logical to train them to do the things they were paying him to do, rather than to run around trying do all the writing himself. Gideon now works as a brand consultant, writer and trainer.