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Ideas you can use today
Why Most B2B Messaging fails... How to Write to your B2B's Buying Committee Without Losing Half the Room.... Your Messaging isn’t fighting for attention. It’s fighting for survival..... Why writing to One Customer is Bad Advice... The Third Space The Attention Gap You're Not Writing For... Your Biggest Competitor Isn’t Brand X... How to survive approvals and still keep your message intact....
Catch up on past Newsletter editions
Why writing to Just One Buyer is Bad Advice
One of the biggest challenges for a B2B writer is how to make sure your message speaks to the right person in your customer profile when you have a bunch of different personas in your buying group.
Jun 29, 20256 min read
Your Biggest Competitor Isn’t Brand X (Why your messaging becomes white noise)
Think Brand X is your biggest competitor? The real challenge is cutting through the noise your audience scrolls past
Apr 2, 20256 min read
Is too much Jargon Killing Your Corporate Messaging (And How to Fix It)
Using obscure, jargon and weak, vague language creates a barrier and excludes our customers and damages our brand perception.
Mar 13, 20255 min read
Why Your Corporate Blog Isn’t Driving Leads and how to fix it
The Curse of Knowledge stems from a simple premise: the more you know about a subject, the harder it becomes to imagine what it's like not. This communication gap can result in making your content less accessible, with potential customers feeling disengaged and ignored.
Nov 20, 20244 min read
How to Speak to Your Target Audience Clearly — Even on Broad Topics
Overloading your content with too many ideas will lead to confusion, overwhelm your audience, and diminish the impact of your message.
Aug 24, 20244 min read
Don’t Let Marketing Blindness Cost You Customers: How to Dodge this Common Pitfall.
Marketing Myopia, also called marketing blindness, occurs when companies focus so much on what they sell that they forget why customers actually want it
May 9, 20244 min read
10 Clever Pricing Strategies That Make Customers Fall in Love with Your Prices
Pricing your services is every business's rite of passage, but most people just slap a figure on their website and cross their fingers.
The problem is your price is abstract, subjective, and is often viewed as a loss to your customer
Mar 22, 20245 min read
How Every Wrong Word Costs You Readers — Here’s How to Cut the Fluff Fast in 6 Simple Steps
As a writer, you know every single word in your content counts. But there are some words that have become so overused, so generic, and totally useless that they’ve become Redundant.
Nov 4, 20234 min read
Don't Know Who Your Buyers Are? Try using Brand Archetypes and Start Reading your Customers' Mind
Generic writing wisdom often tells us to write to the “one person” – your ideal customer.
The idea is to get into their head, understand the problem they’re solving, and figure out what would attract them to you.
But things aren’t that simple when you’re a B2B startup, still discovering who your ideal customer really is.
May 9, 20237 min read
Stop Selling Features. Start Selling Value: The Easiest Way to Make Customers Care
Wooing your customer is like a dance - a strange dance that involves talking about their problems, and highlighting your solution, but then pulling back just enough to tease them to want to know before unleashing your sales pitch.
Apr 29, 20233 min read
Struggling with Technical Jargon? Try threading
Have you ever tried to explain something complex only to find you’ve confused your audience even more. Threading helps simplify your content
Oct 25, 20222 min read
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