There was a great article last week from MarketingSherpa entitled “Copywriting Lessons from Social Media.” It’s so good I won’t regurgitate it here, but it’s worth a read, both for writers and every marketer who makes a request from a writer. In short, an honest voice is so rare in copy that it sings when you finally see one.
Even rarer? A great B2B voice.
I can think of a few B2B TV ads (which air during the Sunday a.m. talk shows) that use humor to make the point about a B2B product. In web copy, we tend to get shy and return to our “innovative, industry-leading solutions” and other such gobbledygook. The trick for the copywriter is striking a balance between features and benefits. Obviously the B2B audience is less about having fun than getting useful information about your product. But that doesn’t preclude a great voice.
I am now officially on the hunt for the best B2B voices. Top 5 will be featured in a one-of-a-kind praise-ridden blog post by this humble copywriting blogger. Submit suggestions in the comments.
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