{"id":4056,"date":"2016-07-07T08:00:58","date_gmt":"2016-07-07T12:00:58","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=4056"},"modified":"2021-01-12T11:31:39","modified_gmt":"2021-01-12T16:31:39","slug":"the-1-mistake-b2b-copywriters-make","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/the-1-mistake-b2b-copywriters-make\/","title":{"rendered":"The #1 mistake B2B copywriters make"},"content":{"rendered":"
Here’s what they told us.<\/p>\n
<\/p>\n
“A common mistake? Hanging out their shingles too soon,” says Gordon Graham, also known as That White Paper Guy. “Lots of beginners try to do\u00a0copywriting without getting enough practice to be much\u00a0good at it.”<\/p>\n
“Some people don’t even have any samples of their writing,” he says. “How do\u00a0they expect to get hired?”<\/p>\n
What can\u00a0writers do to avoid this?<\/p>\n
“Practice, practice, practice,” says Graham, who has written more than 236 white papers.<\/p>\n
“Maybe find an organization you admire that can’t afford to pay for copywriting and do a freebie for them.<\/p>\n
“Get up every\u00a0morning and organize your day around your writing,” he says.<\/p>\n
“Practice really will make you a better and more confident writer… someone who’s worth hiring.”<\/p>\n
<\/p>\n
On the other hand, B2B copywriter Casey Demchak<\/strong><\/a>\u00a0finds the biggest problem some copywriters make is over-preparing<\/strong> before they embark on a freelance career.<\/p>\n “I\u2019ve talked to many up-and-coming copywriters who are going to start their business after they\u2026<\/p>\n “My advice to B2B copywriters is that you\u2019ll never be FULLY prepared to start your business\u2014so just do it!”<\/p>\n “More often than not, moxy, guts, energy and a willingness to learn through trial-and-error are your greatest assets when starting a business,” says Demchak.<\/p>\n “Plus, seasoned copywriters are always learning for many years after they start their business. So you may as well get after it.<\/p>\n “Don\u2019t be afraid to put the cart before the horse,” he advises, “and just get rolling!”<\/p>\n <\/p>\n B2B copywriter Casey Hibbard<\/a> has\u00a0written more than 1,000\u00a0customer stories.<\/p>\n Her top advice?<\/p>\n She says too many copywriters are not easy to work with.<\/p>\n “If you want to get repeat business and referrals, you have to be good at what you do AND easy to work with,” she says.<\/p>\n “That means listening closely to your client\u2019s needs, and taking client feedback in stride. You simply do what it takes to make the copy right.”<\/p>\n Communication is also huge, says Hibbard. She suggests\u00a0giving clients frequent updates on what\u2019s going on with their projects.<\/p>\n “Set a schedule to update them every day, every few days or every week, depending on the nature of the project.”<\/p>\n Clients appreciate regular communication, she notes.<\/p>\n “If you\u2019re going to be on vacation, let them know in advance, and complete as much as you can beforehand. And NEVER COMPLAIN\u2014about anything.”<\/p>\n <\/p>\n Bob Bly is a well-known direct-response copywriter and marketing consultant<\/a>.<\/p>\n He’s published\u00a0more than 85 books on writing and related subjects.<\/p>\n The biggest mistake he sees B2B copywriters make is to write superficial copy about technical products being\u00a0sold to technical prospects.<\/p>\n As a result, the content sounds like it has been written by a salesperson who doesn’t know\u00a0what they’re talking about.<\/p>\n The best way to avoid this?<\/p>\n \u201cLearn more about the technology, the market, and engineering, computers, and science in general,\u201d advises\u00a0Bly.<\/p>\n This is great advice from someone who knows: Bly is a trained engineer who has specialized in writing about technical products for decades.<\/p>\n <\/p>\n “The biggest complaint that I hear from my clients is that they can\u2019t find a B2B copywriter who understands their niche,” says B2B content writer\u00a0Rachel Foster<\/a>.<\/p>\n For example, a\u00a0writer may use a casual, consumer tone when addressing B2B\u00a0buyers. That’s missing the target.<\/p>\n She\u00a0advises B2B copywriters just getting started to focus on one industry, such as manufacturing or technology.<\/p>\n “Read the publications that your clients\u2019 customers read to become familiar with the jargon, tone, and trending topics,” she suggests.<\/p>\n “Once you are familiar with one industry, you\u2019ll find some overlap with other B2B sectors and you can expand out.”<\/p>\n <\/a><\/p>\n Steve Slaunwhite is a copywriter, market strategist and speaker<\/a> who’s written numerous books, including one of our favorites, The Wealthy Freelancer<\/a><\/em>.<\/p>\n He\u00a0says the #1\u00a0mistake he sees is not having a clear picture of the prospect before writing copy.<\/p>\n “For example, if the target market consists of\u00a0accountants, most copywriters will make some assumptions and then start writing,” he says.<\/p>\n “The best copywriters, however, first find out what makes accountants tick. And as a result, they end up writing better copy, faster.”<\/p>\n And that\u2019s why buyer personas are so important, he notes: They help copywriters visualize who they’re trying to reach.<\/p>\n <\/p>\n Sally Cole has worked with companies like Google and Adobe<\/a><\/span>\u00a0to analyze data, develop strategies, and write white papers.<\/span><\/p>\n The #1 problem B2B copywriters don’t use enough persuasive techniques in their writing.<\/p>\n “As a result, they achieve nothing, and might as well have not written anything at all,” she says.<\/p>\n To fix this, Cole suggests B2B copywriters learn more about persuasion by reading about these techniques and experimenting with them.<\/p>\n One of Cole’s\u00a0favorite short documents on this topic is The World’s Most Powerful Written Persuasion Techniques<\/a><\/em>\u00a0by Lou Larsen.<\/p>\n “And copywriters who\u00a0want to go deeper can read books on the very comprehensive persuasion reading list<\/a>\u00a0maintained by Scott Adams, the creator of Dilbert,” she says.<\/p>\n\n
Mistake #3: Being difficult to work with<\/h3>\n
Mistake #4: Writing superficial copy<\/h3>\n
Mistake #5: Not understanding the industry<\/h3>\n
Mistake #6: Not understanding the\u00a0prospect<\/h3>\n
Mistake #7: Not\u00a0being persuasive<\/h3>\n
\nshe sees?<\/p>\n