This Book...
Is not another copywriting book filled with consumer tricks that collapse under B2B complexity. Is not a checklist of buzzwords, templates, or “magic words” you can sprinkle on top of dry messaging. Is not a theoretical dive into psychology that leaves you nodding but not writing. It’s not a jargon dictionary teaching you to say ‘synergy’ louder and longer. It’s not a playbook for quick hacks that only work once. It’s not another ‘brand story’ book that forgets B2B buyers care about outcomes, not origin myths. Is not a B2C copywriting formula pretending to be written for a B2B markets. Is not a marketing pep-talk about ‘going viral’ And it’s definitely not a step-by-step recipe that makes every message sound the same.
Most B2B teams still write as if one person makes the decision.
But behind every deal sits a 10-person buying committee — each with different goals, fears, and vocabularies.
You’re not writing to one person.
You’re writing to a room of invisible translators.
The marketer cares about awareness.
The CFO wants numbers.
The IT lead is worried about integration.
The end user just wants fewer headaches.
If your message doesn’t survive the internal re-telling — it dies before the meeting even starts.
You don't need another guide.
You need a BFF
I’ve spent 5 years working with SaaS, fintech & industrial comms teams, solving their biggest business‑writing problems:
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Once your email or deck gets forwarded, it’s filtered by every layer of the buying committee: -
The expert who fact-checks your claims
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The influencer who rephrases it to fit their agenda
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The gatekeeper who shortens it to two bullet points
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By the time it reaches the decision-maker, your message has been reshaped six times.
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Complex multiple stakeholders, conflicting priorities, and decision‑making committees.
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Ineffective features over benefits copy, and jargon that kills clarity.
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Endless rewrites and conflicting feedback that strips all meaning.
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Last-minute requests with no measure of success.
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Fixing over strategy: more time rewriting than shaping direction.
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Beyond the Brief was born from hundreds of hours working one‑on‑one with B2B communication teams. It’ll quickly become your BFF for cutting through the noise, moving beyond checklists, and shaping messaging that sticks.
Next time someone asks you to "sprinkle your magic"
Created exclusively for communication professionals who want to craft psychologically sticky, committee‑aligned content that drives real business decisions.
✅ Committee-Centric: Unlike generic messaging books, Beyond the Brief focuses on the complexity of multi-person B2B decisions in SaaS, fintech & industrial industries..
✅ Psychology + Human Design: Discover how to apply cognitive science to your messaging, and make your content memorable and actionable.
✅ From theory to action: Practical templates and exercises so you can turn insights into habit, and consistently create messaging without the hit‑and‑miss.
