B2B Copywriting: Wide Load Ahead

Have pity for the poor sentence that is asked to do too much

By Robert Celaschi

I did promise not to get all grammatical in these blog posts, and I’m not going to bring out the chalkboard today. I’ll only make a quick mention of nouns and verbs.  You can say a lot with just a pair of nouns and a verb.

You probably remember: A noun is a thing, and a verb is what the thing does.  If you have a company — for instance, Niftycorp — that’s a noun. If you introduce a product, “introduce” is a verb. And “product”? That’s another noun.

Now, in a product announcement you need a few additional words or else you’ll sound like Tonto: “Mmmm, Kemosabe. Niftycorp introduces product.” But watch out when you start loading up the sentence with details.

B2B Email: Your subject line can kill your pitch (or, Hi, I want to talk to you about … uh, stuff)

By Robert Celaschi

Something strange happens to people when they send marketing email. They’ll take a powerful, persuasive marketing message, and torpedo the whole thing by slapping a lousy subject line on it.

What makes it really strange is that the email might contain a press release or other message with a really great headline. The sender could have cut and pasted it. But no, instead they type a vague or garbled mess of words that makes me shrug and move on.

“Solution” is not the solution in B2B marketing communications

By Robert Celaschi

I won’t buy your product or service if you don’t tell me what it is.

Copywriting marketing materials? How to speak prospects’ language

By Robert Celaschi

Copywriting marketing materials? The challenge is to ensure prospects are informed, not befuddled. An expert marketing copywriter gives tips on speaking their language.

B2B content: search and destroy

By Robert Celaschi

You want your marketing materials to carry a wallop, right? So don’t waste words. Here are three words that are almost always a waste. Take a few extra seconds to get rid of them, and nine times out of ten you’ll improve what you just wrote. 

Someone always pays

By Robert Celaschi

By now almost everybody has heard the Internet mantra that “information wants to be free.” What it really means is, “I want someone else to foot the bill.”