One of my favorite B2B Marketing Blogs (the Red on Marketing Blog) posted this great little article on B2B copywriting at the end of last week.  In fact, the lesson to be learned here applies to all kinds of copywriting – whether you’re writing for the Internet, for the news media or to sell something in an ad:

Don’t bury your lead.  Tell people who you are and what you do.

Clearly.

In fact, I can remember the day I first heard an advertising colleague refer to a client’s service as a “business solution” – I thought it was brilliant.  Apparently, so did every other B2B copywriter in the 1980′s.

And when everyone uses the same words to describe different things, everything starts to sound the same.  Even when they’re not.

Learn the lesson the easy way now.  Check out Robert Celashi’s post here.

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