It’s almost 6am and the sun is rising. I haven’t yet gone to bed. Not because I am not tired, but
- There’s a bloody huge spider stalking me, and I don’t do spiders
- I’ve had a horrible case of writers block all week and in the end threw up something, which is better than nothing – but it is awful and needs tweaking badly. OK, I’ll be honest, it needs re-writing
So, I thought I would at least use these sleepless hours being productive and catch up on some reading, watching and listening in the hope that inspiration hits.
Even if absolutely horrid web copy wasn’t plaguing me, that giant spider is still sat by my bed – I won’t be sleeping any time soon!
I was whizzing through my RSS reader and catching up with some blogs I haven’t had a proper read of in a while. One was Drayton Bird’s blog, the author of Common Sense Direct and Digital Marketing – a book that should be on your reading list, if you haven’t read it already.
Apparently, he’s moving from Blogger over to his main domain – and I do hope he sorts that redesign out. Direct marketing genius he may well be, WordPress expert he certainly isn’t.
Anyway, a few weeks back he posted with a link to a video about B2B Letter Writing. Within a few minutes he asked two questions…
What are the problems it solves?
Who does it solve it for?
How could I forget the basics? No wonder I was struggling to write. I had been that busy trying to rewrite the original, “we’ve been in business since blah blah and have a degree in thingymebobs” that I had somehow missed the option to hit delete and start again.
You don’t need to be a world class marketer or copywriter to get results – I certainly am not. You can learn a lot from the traditional marketing guys though.
Technology may change, people do not.
When you write your web copy just remember 3 basic things
- What are the problems you solve
- Who do you solve it for
- How can they hire you/buy your products
Save all that family run business stuff for the about page if you must use it.
Here’s the link full B2B Letter Writing video. It’s 25 minutes long but worth every second as Drayton dissects and explains how he wrote a sales letter for Webcast 20 years ago.
Image from freedigitalphotos.net