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The Business-to-Business

Writer’s Handbook

Copyright © 2009 by American Writers & Artists Inc.

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Phone: 561-278-5557 Fax: 561-278-5929Website: www.awaionline.com

IBonus: The B2B Writer’s Handbook

The B2B Writer’s Handbook

Secrets of WritingHIGH-PERFORMANCE

Business-to-BusinessCOPY

TABLE of CONTENTS

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

Print Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Banner Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Ezine Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Search Engine Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Advertorials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

Directory and Classified Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Billboard Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Catalog Item Descriptions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18

Direct-Mail Packages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20

II Bonus: The B2B Writer’s Handbook

Self-Mailers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Dimensional or 3-D Direct-Mail Packages . . . . . . . . . . . . . . . . . . . . . . . . . . . .31

Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33

Landing Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39

Microsites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41

Point-of-Sale Copy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43

Sales Proposals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45

Radio Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49

SEO Copywriting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51

Tele-Selling Scripts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53

Trade Show Exhibits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57

Articles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59

Audio-Visual Scripts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .63

Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69

Case Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

Press Release . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79

Video News Release . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83

Presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85

Web Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87

White Papers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92

Taglines and Slogans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99

Copywriter’s Rough . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103

1Bonus: The B2B Writer’s Handbook

Introduction

At the beginning of Secrets of Writing High-Performance Business-to-Business Copy, I made you a promise. To give you everything you need to become a knowledgeable, skilled B2B copywriter, whether you’re just starting your career or business, or want to take your current career or business to the next level of success.

That’s why I want you to have this handy guide as a bonus. This guide gives you how-to instructions and tips for tackling more than 30 business-to-business copywriting projects. Everything from trade-show exhibits and sales proposals to SEO copywriting and even billboards! No matter what kind of project your client throws your way, you’ll be confident and prepared to say “yes!”

Keep this guide in a place you can find it for easy reference because I know you’re going to want to refer back to it time and again.

Here’s to your success!

Steve Slaunwhite

B2B Copywriting Expert

& AWAI Advisor Board Member

2 Bonus: The B2B Writer’s Handbook

Print AdvertisementsPrint ads can be published as a two-page, full page, partial page, classified, FSI

(free standing insert) and numerous other sizes and formats.

The basic ingredients are relatively simple:

n A headline

n A visual

n Body copy

Some ads are just a headline. Others are just a visual. But in the majority of business-to-business print ads you’ll find all three of these elements at play.

Here’s an example:

How will you find a better solution to fixed asset accounting?Follow the crowd

More than 3,000 satisfied users – and growing! – rely on WorthITFixed Assets. And for good reason. It’s the only application that lets youmanage, depreciate and budget fixed assets faster and more accuratelythan you ever thought possible.

A powerful, versatile solution, WorthIT boosts productivity, reduces costsand saves you money. It’s remarkably easy-to-use – and worksseamlessly with your existing spreadsheet and accounting systems.

How do you learn more? Call our Information Hotline today. And be sureto ask about our FREE 50-Day Use offer.

Information Hotline: 1-888-967-8411www.worthitsoftware.com

FIXEDASSET$A better way to manage,depreciate and budgetfixed assets.

Notice how the headline, visual and body copy accomplish all the things we’ve learned about in Chapters Five and Six… gain attention, identify a problem, present the solution, etc.


An awareness or imagine ad is designed to gain mindshare with the business buyer. These types

of ads attempt to get the prospect to remember the product and its advantages, and think

about it in a positive way. Direct marketers tend not to like these types of ads because there is

no accurate way to measure effectiveness. Response to a direct marketing ad, by contrast, can

usually be tracked precisely.

Business-to-business ads are used primarily for awareness-building and lead generation. Rarely do you see an ad that attempts to make the sale in one step, but there are some. I recently came across an advertisement in a trade publication with a special, time-limited offer if your ordered before a deadline. The ad included a 1-800 order line and special discount code to quote when you called.

In addition to what we’ve already learned in previous chapters about writing persuasive copy, here are some additional tips applicable specifically to print advertising… courtesy of one of the leading experts in business-to-business lead-generation, Mac MacIntosh.

If you want more sales leads, don’t use image ads

Have you seen the ads showing butterflies and oil wells co-existing, illustrating the

oil company’s concern for the environment? This kind of advertising may do a lot to

improve the company’s image, but it isn’t designed to generate leads.

If leads are what you want, focus your advertising’s message on the benefits and

applications of your products or services. Then let the layout and design of your ads

enhance your company’s image.

Put benefits in your headlines.If you put a benefit in the headline you’ll have a better chance of catching the reader’s attention and generating an inquiry or request for more information. If after reading the headline a reader can ask “so what?” you probably described a feature instead of a benefit. The answer to “so what?” is probably the benefit.


Talk about applications.If your product or service is ideal for specific applications, say so. When readers recognize their application for your product or service they will be more likely to respond. For example, you’re more likely to get an inquiry from someone in a medical records department of a hospital if they notice that your barcoding software is idea for tracking patient’s medical records.

Make your ads easy to skim.Everyone seems pressed for time these days, including the folks reading the trade publications you advertise in. With this in mind, make it easy for readers to “skim” your ads and still get the message. Use bulleted copy, subheads and illustrations or photos to quickly communicate key points.

Testimonial ads are king.I’ve seen testimonial ads boost the number of sales leads my clients’ ads generate by up to 700%. Your prospects expect you to be biased. However, they trust their peers to tell it like it is. Use this to your advantage by including quotes from happy customers in your advertising. Or mention the companies you serve. Or use statistics like “chosen by 9 out of 10 design engineers.”

However, to be believable you have to be specific. For example, give the full name, title and company affiliation of the person being quoted. Or list the names of a few respected companies who use your products or services. If you use statistics, be sure to back them up by referencing the source of the data.

Fractional ads in every issue can be more cost-efficient.If you want more leads, your advertising needs to be present when your prospects are looking for solutions to their problems. So, if your budget is limited, rather than placing only a few full-page ads a year, consider running fractional ads in every issue. Having ads in every issue also makes your company look bigger and more successful.

Use “’Wrap Ads” to get more bang for the buck.“Wrap Ads” are actually a number of fractional ads, designed to look like new product announcements, all run on a single page surrounding an “island” half-page ad. This format can also work for half-page and third-page ads. Although more common in tabloid-sized magazines, this type of ad works


equally well in standard-sized publications.

My clients have found that wrap ads can pull up to 400% more inquiries than a single ad of the same size.

Make them an offer they can’t refuse.If you want your prospects to respond, you have to give them a convincing reason to do so. Keep the phrase “what’s in it for me?” in mind as you’re writing your ad’s call to action. It’s what your prospects are thinking as they decide whether or not they will take the time or effort to respond.

Consider offering application notes showing how other buyers solved their problems using your product or service.

Offering a useful premium or advertising specialty can also significantly increase the number of responses. However, try to make sure your offer is of interest only to qualified prospects. For example, a tool for sizing rings would be an attractive offer only to people who use rings. However, everyone might want a free pocket screwdriver set and inquire only to get it, not because they have a need for your product or service.

Many of your prospects may want to try your product before they buy it. If you can cost-effectively offer samples or a demonstration CD, you will generate more inquiries.

Choose your words carefully.The word “free” is a powerful inquiry generator. Everyone wants something for nothing. Direct marketers have long known the power of this word. Take a look at just about any direct response ad and you’ll see it used.

“New” is another word that is sure to attract attention and generate more inquiries. Legally, however, you can only use “new” if it is new, and only for a limited period of time (usually 6 months). Check with your legal advisor.

Talk first person with the reader.Use words in your copy like “you” and “your” to focus on the readers’ needs rather than boasting about how good “we” and “our” products or services are. For example, the statement “You will get the work done 25% quicker” is much stronger than “Our product is 25% faster than the competition.”


Ask for the order.Any experienced salesperson can tell you, you won’t get the order unless you ask for it.

Create benefit-oriented offers such as “call, write, fax, e-mail or visit our website today to request your free Component Selection Guide, designed to help you quickly determine which products best meet your barcoding needs.” Notice that even the words “Selection Guide,” as opposed to “brochure” or “catalog,” were chosen to offer the reader a benefit.

Give them a compelling reason to inquire right away.You’ll get more inquiries if you design your offer to reward those who inquire right away. For example, try something like “If you are one of the first 500 to inquire, we’ll also send you a free booklet entitled, “fifteen ways to cut your inventory costs.” Or “Request more information before December 31st, and we’ll include a coupon good for $500 worth of free accessories.”

Match your offers to where the reader is in the buying cycle

When prospects are just starting to gather information, they may need literature but are often not yet ready for a sales call. When it is almost time to buy, prospects are usually anxious to speak with your salespeople, reps, resellers or distributors, see a demonstration or discuss pricing.

You can significantly increase the number of inquiries you generate by making offers that have appeal to prospects in all phases of the sales cycle. For example, consider offering Selection Guides, application notes, a newsletter, a demonstration, a test or analysis, samples, a sales call or any combination thereof.

Merchandise your offer.Direct marketers have found that how you package the offer can be as important as the offer itself.

For example, if you’re offering literature or samples, include in the ad a small picture of what they’ll receive if they inquire. If you use a coupon, show a little pair of scissors cutting out the coupon. If you use 800 numbers in your ads, make sure the numbers are big and bold. That way they stand out and it’s clear that you want the prospect to call.

Don’t forget to mention all the ways they can inquire; “circle the number


below, call, fax, contact us by e-mail or visit our website today for your free information kit.”

Make it easy for your prospect to respond.Offer multiple response devices so your prospects can choose the method they prefer.

For example, some people need your information right away, so they prefer to call or to go right to your website on the Internet. Some like the 24-hour convenience of faxing or e-mailing their requests. Others find it easier or more comfortable to use the magazine-provided reader service card, coupons or bound-in reply cards.

Art directors tend to hate coupons, but they work. One study I recall showed that the same ads with a coupon out-pulled versions without the coupon by as much as 13%.

If you publish phone numbers in your ads, be prepared to answer the phone during coast-to coast business hours.

Mention your website.Make it clear to readers that they can get the rest of the story about your products or services instantly by visiting your website. Then make sure your website makes it easy for them to find this information.

In addition, have an “Information Request” button on every page that takes them to a form that allows them to identify themselves and their needs, and to request that detailed information be faxed, downloaded as files or quickly mailed to them.

Consider using a unique web address for each ad you run so you’ll know where the inquiry came from. Ask your Webmaster about this. It is easy and inexpensive to accomplish.

Mac MacIntosh has consulted for more than one hundred major business-to-business companies. He really knows his stuff. Check out his website at SalesLeadExperts.com. It’s packed with resources.

In addition to Mac’s terrific tips for creating effective advertising, I would also add:

v Spend time on the headline. This is by far the most important component an ad. Spent the time necessary

http://www.salesleadexperts.com/


to get it right. Brainstorm. Develop a list of possibilities. Scrutinize each one until you come up with a potential winner. The body copy and visuals may be important. But it’s the headline that will often make or break your ad.

v “Put a coupon in your ad.” Bob Bly advises in Business-to-Business Direct Marketing. “Coupons visually identify your ad as a direct response ad, causing more people to stop and read it or at least look at the coupon to see what they can get for free.”


Banner AdvertisementsBanners are booming. Jupiter Research estimates spending of this type of

advertising to be $16 billion, with B2B companies representing a sizable chunk.

I love writing banner ads. They’re short, challenging and fun. And considering the time it takes to write one — for me, usually less than two hours — it pays very well.

No doubt you’ve see banner ads with a lot of flash, fancy graphics, animation and other visual gimmicks. These can work wonders in gaining attention. But it’s the words used in the banner that determines if it gets clicked or ignored.

And speaking of words, you have few to work with. Most banners have room for less than ten words. Barely enough for a headline and, perhaps, just a few words of body copy. So, as a copywriter, you have to make every word count.

Take a look at this example, written by Joan Damico. (It’s a single banner ad that displays the text in a sequence, like a show.)

This banner is little more than a headline with a few short subheads. Yet, it does all the work, from gaining your attention (not easy when you consider it is competing with everything else that’s on the web page!) to motivating you to take action.

How does a banner work? Usually, it’s the first part of a two-part campaign. When you click the banner (part one), you’re taken to a landing page or microsite that completes the sales or lead-generation process (part two.) We’ll discuss landing pages and microsites later in this handbook.

Here are some tips for writing effective banner ads from my book, The Everything Guide To Writing Copy.

n Focus on what the readers will get when they click on the banner. That could be a free report, free shipping, an online demonstration, or a virtual tour.

nEdit the copy to its bare essentials. Get rid of any extraneous words (often these are the adjectives) that don’t add much oomph to the sales message.

Don’t assume that the reader will know they have to click on


the ad. Make sure you clearly say, “Click here,” “Go there now”, “Visit today,” or some other call to action.

n If possible, work closely with a graphic designer. Make sure the layout and the images are as motivating as the text. The graphics should help the reader see the benefits. For example, a banner ad for a travel destination might show a family throwing a Frisbee on the beach.

n For animated banners, make sure each image is effective on its own. For any number of technical reasons, the prospect may not see all the images.

n For banners that contain audio and video, make sure the ad works well without sound. The prospect may have his or her computer speakers turned down or off.


Ezine AdvertisementsEzines — also known as online newsletters, email newsletters, and e-newsletters

— are a popular means of staying in touch with prospects and customers as well as connecting with specific audiences. “The Golden Thread”, which you may receive from AWAI, is an ezine.

In addition to articles and other editorial, many ezines also have advertising, just like traditional print magazines and newspapers.

Here’s an example of a typical ezine ad.

*************************************TODAY’S SPONSOR: Exent Technologies*************************************

A better way to deploy applications? Find out! You’re invited to a FREE DEMO of EXEtender[tm] from Exent Technologies. Learn how you can effortlessly stream Windows applications, like StarOffice[tm], to your clients over the Internet. No expensive back end servers required. Looking for a new revenue stream? View this free demo right now at:http://www.exent.com/demo/asp

What’s the difference between writing an ezine ad and a banner?

Ezine ads are almost always entirely text based. Unlike banner advertising, special effects and graphic design play a much smaller, if any, role.

In regards to text, you also have more room. While banner ads can restrict you to just a single line of copy, you have several lines available to you in an ezine advertisement. You can often write a headline, a paragraph or two of copy, and then add a link. Just like a banner ad, when you click on the link, it takes you to a landing page or microsite.

Ask your client to tell you how many lines of copy or words you have to work with. If he or she doesn’t know, ask for the address of the ezine’s website. The publisher will often post advertising guidelines somewhere on the site.

Writing an online space ad is not much different than writing a print space ad. So virtually all of the tips listed earlier in this handbook apply.

A caveat: You’ll likely have to work even harder to create a headline that grabs and holds attention. Remember, you’re trying to motivate the reader to click away from his enjoyable article and to your promotion. Not easy.


Search Engine AdvertisingHow do you find something on the Internet? Chances are, you “Google it”. (Or

Yahoo! it. Or AOL Search it.)

Guess what? Business buyers do the same thing. If they’re looking for a printer, a list broker, a tax consultant, a caterer for the company picnic, they will often type what they’re looking for into one of the dozens of search engines available on the Web.

Let’s say, for example, you’re an business manager looking for office furniture, and your company is located in Boston. You might go to Google.com and type in “Office Furniture, Boston”. In fact, let’s do that right now.


Those ads you see highlighted at the top and right of the search results are called Sponsored Ads. These are ads that the companies have paid to have appear when certain words or phrases are typed into the search field.

Search engine ads are soaring in popularity. Companies see them as a way to get around the increasingly difficult task of getting their website listed at the top of search results. A few months ago, I had never written a search engine ad for a client. This month I’m writing two. And I expect to be writing many more as this kind of advertising grows.

What are the elements of a Search Engine Ad?

Typically, it’s just three lines. The first is the headline, less than five or six words. Then two short lines of body copy. That’s a total of less just 15 words or so to gain attention and motivate the prospect to act. And there’s no fancy graphic design to help you. No wonder the copy is so important!

When writing a search engine ad, apply the basic principles of ad writing that we’ve covered earlier in this handbook. One caveat: never repeat information. You just don’t have the room. “Short, non-repetitive sentences work best,” advises Google.com in their advice to advertisers.

Here’s a great writing tip from search engine expert Karon Thackston, “Start big and narrow it down,” she suggests in her article How To Write Little Tiny AdWords Ads That Bring Giant-Sized Profits, “Begin by writing a few sentences or a paragraph about what you’d like your customer to know… Now, go back and take out every word that does not absolutely need to be there.”


AdvertorialsAn advertorial is essentially an advertisement written and designed to mimic

the editorial materials in a magazine, newspaper or ezine. It’s a combination of advertisement and editorial… hence, adver-torial.

Because it appears to be an article, readers assume it contains useful information — and the best usually do — which is why advertorials tend to have a much higher readership than traditional advertising.

Now, that doesn’t mean that advertorials are any less sales-oriented. They do need to get results in terms of leads and sales. But advertorials tend to explain rather than pitch, which makes this approach seem softer and less “hard sell” than traditional ads.

Copywriter Janice King says in Writing High-Tech Copy That Sells, “Advertorials can be used to: present more information that can fit into a typical ad; support the desired positioning for a product or company; or present the company’s viewpoint on an issue or trend.”

Sometimes an advertorial can take up all or part of a page in a publication. Sometimes it can be one of several advertorials that make up a multipage “advertising supplement”. Recently, my weekend newspaper featured a special section on Trade Show Success, made up entirely of advertorials.

Here are some top writing tips for advertorials:

4 Get the guidelines. Most newspapers and magazines have strict guidelines for advertorials…

requiring a specific font, layout, type, even editorial style. You don’t want your copy to be rejected by the publisher. So ask your client for the publisher’s advertorial guidelines.

4 Write it in article format. Don’t make it sound like an ad or sales letter. Articles are informative and

newsy.

4 Don’t put an offer in the headline. “Buy Now And Save 50%” may work well in an ad, email or letter. But a

headline l ike this breaks the veneer of credibility you’re trying to create with an advertorial.


4Read the publication. Unless the guidelines forbid this, write the advertorial in the same style, tone

and format as the magazine it will be published in.

4Consider a case study. Case studies and success stories work extremely well as advertorials.

4“How-to” tips work well. Any practical strategies that the reader can use to solve problems, make

decisions, do his or her job better, make more money, achieve specific objectives, etc. are very effective in advertorials.

4 Avoid discount offers. There’s nothing wrong with putting a compelling offer in your advertorial.

In fact, I suggest it. The best offers are information-oriented; case studies, booklets, white papers. Discounts and special pricing, by contrast, do not work well.

4Use captions. Always write text to go with photos, charts and illustrations. Everyone reads

captions.

4Use a byline. This makes your advertorial look like a “real” article. You can use your name,

your client’s name, or even a pen name. Just the existence of a byline itself builds credibility.

4Use quotes. Featuring quotes from key people in the company or from customers can be

very effective. For example: “’Upgrade burnout is a serious issue among software users,’ says John Smith, Director of User Documentation. ‘That’s why we now include six training DVDs that make it easy to…’”

4Don’t forget it’s an ad. It may look like an article, but it isn’t. So close with a strong call to action —

ideally, a compelling offer — that motivates the reader to take the next step.


Directory and Classified AdvertisingB2B companies often advertise their products and services in industry directories,

such as the Thomas Directory, and in the classified sections of business, trade and professional publications.

These types of ads are often text-only, featuring only a headline and a few lines of body copy. However, there are some that can include images and, in some cases, look like a traditional print or online advertisement. Here’s an example:

Want more referrals and repeat business?

Written exclusively for REALTORS, the Referral & Repeat Marketing Handbook provides you with a step-by-step system for doing just that. Imagine. No more cold calls! To find out how to get your FREE copy, visit www.ReferralAndRepeat.com.

When a business buyer searches a directory or the classifieds section of a publication, he’s looking for something. They are in “buying mode”. And as a copywriter, you need to keep this in mind. Make sure that your headline and offer shouts loud and clear, “Here! Here! This is what you’re looking for. You’ve found it!” For example, if a buyer is looking for used filing cabinets, an ad that actually says “Used Filing Cabinets. Free Delivery!” is going to get his attention.

http://www.referralandrepeat.com/


Billboard AdvertisementsAlso known as out-of-door advertising, billboard advertising can include traditional

roadside billboards as well as posters that you see in such strategic locations as bus shelters, subway stops, shopping malls and other place frequented by the general public.

Although the overwhelming majority of billboard signs are targeting consumers, there are many that feature B2B products and services as well. Why? But a great deal of commuter traffic on highways is made up of business buyers — people who work for companies and buy or recommend products and services.

The most important thing to consider when writing a billboard ad is that people are using moving past it — trying to get somewhere. They only have time to absorb one or two key messages at most. So you have to use what words you have, usually just a dozen or so, very strategically. That’s why a captivating headline and strong supporting visual are so important. You rarely have room for extensive body copy.

You’re main objective is to get people to remember the product or service. Billboard ads are primarily designed to build awareness. You can’t expect a business buyers commuting to work at 50 miles per hour to remember a special website address or phone number.

When writing one of these special types of ads ask yourself, “What is the one message that I want the business buyer to get when passing by this billboard?” Then work on making that message as “sticky” as possible.


Catalog Item DescriptionsA catalog is traditionally a booklet that presents a collection of products (and

sometimes services) sold by a company, distributor, or dealer. These days, however, catalogs can also exist online.

Staples®, an office supplies retailer, is a prime example. They publish both print and online catalogs. They also send updates of new products and specials using flyers and email.

In business-to-business, catalogs can feature:

n Office supplies

nComputer equipment and accessories

n Industrial parts

nSeminars

nTraining products, such as videos

nShipping materials

nPromotional items (hats, calendars, pens)

n Ingredients (for the food industry, for example)

nPapers (for design firms and the printing industry)

nAnd more

The cornerstone of great catalog copy is the item description. This is what sells the product. If the description is weak and uninspiring, readers may not place an order.

The challenge is you don’t have much room. A typical catalog page can feature five to ten products, even more. So you only have a paragraph or two at most to persuade the reader to purchase the item. That’s in addition to explaining the necessary product features, such as technical specifications, available options and other characteristics.

Here are tips for writing effective catalog copy from my book, The Everything Guide To Writing Copy.

4 Tell the reader exactly what he is going to get. Pictures don’t necessarily tell the whole story. Be exact with product descriptions. What’s the size? What are the technical specifications? Which components are included?

http://www.staples.com/


How is it shipped? Is assembly required? What colors does it come in? Can it be customized?

4Make the information easy to find. Use large headlines for major sections, smaller headers for categories.

4Consider including a president’s letter at the opening of the catalog. This builds credibility, which is especially important when the catalog is from an unfamiliar company.

4State the guarantee loud and clear. Show how sending back the order form, call the 1-800 number, or ordering online is virtually risk free.

4Make the copy interesting to read. Most catalog copy is dull.

4Includes lots of product details. Business buyers will often use a catalog as a reference.


Direct-Mail PackagesDespite the proliferation of the Internet as a way to reach prospects and

customers, business-to-business marketers still send out tons of mail - everything from letters and full-blown direct-mail promotions to postcards and elaborate 3-D packages.

The topic of direct-mail copywriting is huge; impossible to cover completely here. Instead, we’re going to focus on those specific elements, techniques, and strategies that are applicable to business-to-business.

Would you like an advanced education in direct-mail writing? I suggest AWAI’s Accelerated Program for Six-Figure. It’s the best direct-mail copy course I have ever come across. I’ve also listed some recommended books and other resources at the end of this handbook.

There are many different types of direct mail used in B2B.

v Sales letters

v “Classic” direct-mail packages (These often include an envelope, sales letter, brochure, reply form, and other inserts.)

v Self-mailers (This is direct mail that doesn’t require an envelope, such as postcards and small folded brochures also known as “tri-folds”.)

vDimensional or “3-D” mailers (Everything from boxes and tubes to tin cans and even baskets!)

On the following page, is an example of a simple direct-mail package, this one for a tax consulting firm.


There are plenty of pre-call mailers that don't work. But there are some that dowork. Very well, in fact. Over the years, I've learned why, and use this knowledge when creating pre-call letters and mailings for my clients.

The one to the left increased the cold-call-to-appointment success rate for a business consulting firm.

DIRECT MAIL

Pre-call mailerRobert Brakel &

Associates


Let’s take a tour of a simple direct-mail package featuring an envelope, letter, and reply element.

First, let’s tackle the letter.

The cornerstone of most direct-mail packages — even many 3-D packages and self-mailers — is the sales letter. Master this, and you’re well on your way to developing a successful package.

There are many different formulas for structuring an effective letter. The one that I prefer to use in business-to-business promotions is “The Motivating Sequence” by Bob Bly and Gary Blake. Here it is again as a reminder.:

Gain 1. attention

Highlight the 2. problem

Present the 3. solution

Prove4. your claims

Provide a clear call to 5. action

This sequence is almost foolproof and I use it extensively.

P.S. Always use a postscript. Many prospects will read this before any other part of your letter. So take advantage of this high-value chunk of direct-mail real estate. Use a P.S. to:

4 highlight an additional benefit,

4offer additional proof,

4sweeten the deal with a free gift or other giveaway,

4create urgency by mentioning a deadline, or

4reinforce the guarantee.

Now for the envelope.

Contrary to popular belief, the purpose of an outer teaser — the sales copy on the envelope — is not just to get the envelope opened. It must also set the stage for what’s inside. Ideally, you want the prospect to open the envelope eager to read or at least scan through the contents.

Here are some tips for writing envelopes that get opened.

u If you’re mailing to customers, make sure they know it’s from you.


u Consider oversized or odd sized envelopes.

u Write a great headline on the envelope.

u State something of value that is inside the envelope. For example: Your “For Executives Only” subscriber program details inside

u Ask a provocative question.

u If you have a free offer, consider putting it on the envelope.

u Consider loading up your envelope with copy, including the front and back.

u Consider a window (a cut-out that lets you see some of what’s inside), or two windows.

u Consider a pull tab that reveals a hidden message. For example: How much will you save on customs brokerage with UPS. [Prospect pulls the tab] At least 35%! Details inside …

And, finally the reply element.

A reply element can be a card (often called the Business Reply Card or BRC), form, or coupon that the prospect fills out to respond to the offer. These days, it can also exist online as a landing page (which we’ll be discussing later in this handbook.)

Do plain or blind envelopes work?

A plain envelope has no sales copy or

visuals of any kind. A blind envelope

goes a step further – it doesn’t even

identify the company it’s coming from.

Plain and blind envelopes can work

extremely well in B2B mailings, which

is why I always advise clients to test

them. As one client once told me,

“They’re irresistible. What’s inside could

be important. How can I not open the

envelope!”


In his book, Essential Sales Writing Secrets, copywriter Casey Demchak offers these tips:

n Have a strong call to action. Tell your audience to act today. Lines like “Don’t Delay,” “Act Now,”

“Why Wait?” and “Supplies Are Running Out” sound cliché, but history continually shows they work. So use them.

n Provide an incentive and a time limit. “Buy two and get one free when you order by July 1, 2005.” If you want

your audience to respond to your direct mail, give them a reason to and tell them to do it now. A strong call to action combined with a time-limit incentive will increase your positive-response rate.

n Have a confirmation line. “Yes! I would like to learn more about Joe’s Organic Skin Lotion. Please have

a sales representative contact me.” A confirmation line verifies for your audience what they are asking for and it gives you a written record of their request.

n Make it easy for customers to reply. Your BRC should be prepaid so customers need only fill it out and drop it in

the mail. If you have a toll-free number, put it in large print with a lead-in stating something like, “For even faster service call toll free today at 800- 555-5555.” It’s imperative to always write and structure BRCs so that they make responding to your direct mail as effortless as possible.

Great tips from a great copywriter. In addition to Casey’s advice, I would also suggest the following:

4Offer multiple ways to respond. Fax, email, web, phone. Include a picture of the offer. If it’s a white paper, show a cover

shot. If it’s a webinar, show pictures of the hosts, especially if they’re well known.

4Consider a Yes, No, Maybe approach to lift response. Yes! Please have an account executive call me to schedule a

12-minute presentation on the new Gizmo XTL.


No. I’m not interested right now. Here’s why _____________________.

4 Maybe. But I would like to learn more first. Please email me a link so I can download the brochure.

4Integrate the reply card with the letter so that it’s all one piece.

4Put the reply card at the top of the letter instead of its traditional spot at the bottom. (A tip from renowned direct-mail copywriter Donna Baier Stein.)


Self-MailersAs the name implies, self-mailers mail by themselves. They don’t need an

envelope. So, by definition, a postcard is a self-mailer. So is a folded brochure that can be mailed on it’s own.


Here are some top tips from Bob Bly, as featured in his book Business-to-Business Direct Marketing:

n Making one panel or portion of the self-mailer a tear-off business reply card increases response

n Use strong teaser copy on the front and back panels of the self-mailer.

n Write the inside of your self-mailer like a powerful ad or sales brochure.

n Do not cram too much information into your mailer.

n Use photos or other graphics to illustrate or dramatize your message if appropriate.


Dimensional or 3-D Direct-Mail PackagesDimensional or 3-D mailings come in an astonishingly wide variety of shapes, sizes,

formats, and gimmicks. The only limitation is the imagination of the creative team.

However, there’s one thing these types of mailings have in common with self-mailers and envelope packages. They all have to gain attention, get the prospect to read or scan the promotion, and then reply to the offer.

3-D mailers certainly get noticed. When you open a box and a cut-out picture of a hammer jumps out like a Jack-in-the-box with the message “Let’s hammer out a better deal for your corporate cell phones!” it gets your attention.

Chances are, as a freelance copywriter, you’ll never get an assignment to create a 3-D mailing from scratch. But you may be asked to work with an ad agency or design firm to brainstorm ideas. And, of course, they’ll need a skilled copywriter like you to write the copy.

Here is an example of an award-winning 3-D package created by copywriter Chris Marlow.

Remember when you were a kid and you received a parcel in the mail? You couldn’t wait to find out what was inside! Business buyers have a similar curiosity. When they get a lumpy envelope or box in the mail, it’s irresistible. They just have to open it. In fact, while traditional direct-mail package have open rates of 30%-50% and sometimes don’t even make it past the gatekeeper to its intended recipient, a


3D package almost always gets through with usually an 100% open rate.

As a B2B copywriter, you may get asked to brainstorm concepts for 3D direct-mail packages. Here is an example:

CONCEPT

Long thin box.

Recipient opens the box and a cut-out of a hammer pop-ups.

The headline: “Let’s hammer out a better deal for your corporate cell phones! You could save your company up to 45%.”


Email MarketingBusiness-to-business companies use email to send special offers, newsletters,

announcements, catalog updates, service bulletins, seminar invitations, the works. According to Jupiter Research, spending on email marketing in the United States alone is projected to reached $6.1 billion last year (2008). A significant portion of these dollars will be spent by business-to-business companies.

And here’s the really good news. Someone has to write all those promotions!

6 Proven Ideas for Subject Lines

1. Ask a question.

Can you write an email like this one?

2. Continue a conversation.

Remember our July sale?

This one is even better

3. State the free offer.

Get your 3 free issues of Selling Power

4. Mention the deadline.

Your XPN discount expires today

5. Remind them that they asked for it.

Your Soundview Executive Book alert

6. Ask for immediate action.

We need your renewal instructions today

7. Highlight a great benefit

One tip that will cut your presentation prep time by 50%

Email newsletters — ezines — are discussed in the program, Secrets of Writing High-Performance B2B Copy. What we are going to take a close look at here is direct-


response email promotions. Or, to use a term that I prefer, but has never really taken off in this industry, Internet direct mail.

As a freelance B2B copywriter, you can make a lot of money writing email promotions. I’ve written hundreds over the years and find them fast, fun, and profitable.

So what do you do when a client asks you to “Write us an email to promote our free seminar at the Denver trade show.”

It’s a remarkably straight-forward process.

The first thing you need to know is how a typical email campaign works. There are basically two parts:

1. the email message that the customer sees in his or her in-box; and

2. the landing page or microsite that comes on-screen when the customer clicks a link within the email to respond to the offer.

How do you begin? Follow the rules of writing a successful direct-mail package we covered earlier in this handbook. But keep these additional tips in mind.

vPay attention to the subject line. It’s important. Often, the subject line can make or break the success of an

email campaign. Think about it. If the email doesn’t get opened, it doesn’t get read. Keep the subject line to within sixty characters; that’s about nine words maximum.

v Write several subject lines. This gives your client a choice. He may even test two or three to determine

which one performs best.

v Use a headline. I almost always include a powerful headline in my email letters because it

tends to improve response. Remember, just because the email has been opened doesn’t mean it will get read. Your headline must be motivating. There are dozens of proven techniques for writing a powerful headline (see Chapter 6 of Secrets of Writing High-Performance B2B Copy.)

v Make it look like a letter. Email is a personal communication media. So use a personal voice,

approach and style.


vGet to the point. In print sales letters you can build suspense, sometimes over several

paragraphs, before providing full details on the offer. But this strategy doesn’t work in B2B email. You must get to the point early; ideally within the first few sentences.

vState the offer early. If your offer isn’t in the headline, be sure to highlight it within the first few

sentences. Never force readers to scroll down to find the offer. They won’t.

vRepeat the offer at the end. It’s important to highlight the offer more than once. I write the offer and

reply instructions near the top of the email, and then repeat these again near the bottom. My favorite spot is the P.S.

vAlways say “click here”. When people see click here within an email, they know exactly what to do.

There have been tests that suggest hotlinking other words may work just as well. But way risk it?

vKeep it to one page. Email is primarily a short-copy medium. Few business people are willing to

scroll through a 3000-word tome. So keep your email copy to the equivalent of a one-page letter or less. That’s about 250-400 words.

vAvoid cryptic phrases and clever wordplays. These sometimes work in print direct mail, but rarely in email. Today’s

inboxes are overflowing. Curiosity alone is not enough to persuade people to open and read an email. Your subject lines and headlines must be clear and relevant.

vNever trick a prospect into opening an email. Noted copywriter Ivan Levison tells the story of an email he received. The

subject line read: Your MOM said you should read this. The email was for an investment product. “Man, are they desperate!” Ivan complains in his ezine, The Levison Letter. “When you have to invoke the authority of someone’s mother rather than the value of your offer, you’re in BIG trouble!”


v Write for the skimmers. Someone once said that for every reader that dies, a viewer is born. I’m not

sure if that’s true. But there are a lot of skimmers and scanners out there. So be sure to construct your email copy so that readers can get the gist of the message at a glance.

v Be careful with humor. There’s nothing wrong with a light-hearted tone. But, for some reason, jests

and jokes can easily be misinterpreted online. Don’t use them.

v Prove it. Compared to printed materials, prospects tend to be more skeptical of what

they read on the web. So be sure to back up your claims with solid evidence. Use tests, statistics, awards, and testimonials — anything you have on hand to make your case. In fact, never make a promise you can’t back up.

A word of warning: Spam — which I define as broadcasting an email to a list of recipients who did not consent to be on that list — is a huge issue. So the less your email marketing piece looks like spam, the more successful it will tend to be.

By the way, never participate in a spam email campaign. It’s illegal and you’ll get yourself into a lot of trouble. Besides, there are plenty of legitimate email campaigns that need talented copywriters. You won’t go hungry.


EMAIL MARKETING EXAMPLE

FromThe RBA Team

ToJohn Smith, C.A.

SubjectPersonal invitation from a CICA Symposium presenter

MessageA personal invitation from a CICA Commodity Tax Symposium presenter(Please RSVP today.)

Dear John Smith,

As you may know, Robert Brakel & Associates (RBA) was – once again — a presenter at the CICA Commodity Tax Symposium. This is business as usual for us. As Canada’s leading sales tax consultancy, we’re often invited to share our expertise at events throughout North America.

But what you may not know is that RBA also provides an innovative series of sales tax courses for senior-level professionals like yourself. It’s one of the many ways RBA clients reap the advantages of the most complete sales tax solution in the industry.

And that’s why I’m writing to YOU specifically.

Normally, our sales tax courses are available only to RBA clients. However, for a limited time, I would like to invite you to be my guest at an upcoming session. (No cost. No obligation.)

I guarantee it’s time well spent. RBA courses are led by some of the best sales tax minds in Canada, covering issues that matter most to accounting, tax and finance professionals.

In just one half-day, you’ll take away strategies that will help you to:


• minimize tax payments, • ensure compliance, • reduce costs, • save time, and • eliminate administrative headaches.

You’ll also take away a comprehensive sales tax manual, worthy of a place on your credenza as a valuable reference guide.May I reserve your seat?To RSVP, call 905-846-3977 or email [email protected]. But please act now. We’ve extended this invitation to only a select few symposium delegates and only a handful of seats are available.

Best regards,

Jim Brakel, MBAPresident, Robert Brakel & Associates

P.S. All RBA courses qualify as Professional Development credits for CA, CMAs and CGAs.


Landing PagesLet’s say you check your inbox and one email in particular catches your interest.

(Maybe it’s from AWAI!) As you read, the copy persuades you to “click here” to respond to a great offer. You do. What happens next?

Most likely, your web browser will open to a special web page that looks a lot like an order form. In fact, it is an order form. Internet marketers just have a different name for it: a landing page.

A landing page can be associated with an email, a banner ad, an ezine ad or article, or even a print direct-mail piece. I recently completed a campaign for a client — a major hotel chain — that featured a traditional printed postcard asking recipients to respond to an offer by going to an Internet landing page.

Never take writing the landing page lightly. I’ve seen “bail out” rates

(a percentage of people who get to the landing page but do not

reply or buy) as high as 90%. So if your landing page copy doesn’t do

the job, all the great work you did on the email or banner ad will be

for nothing. Ouch.

The good news about writing a landing page is that much of the same techniques you’ve learned in this handbook about reply forms are applicable. Your landing page must:

n be easy to follow,

n restate the offer,

n summarize the main benefits, and

n spell out exactly what the reader is getting or buying.

Landing pages differ from the techniques used to write other web pages. On a website, for example, your copy is nudging the reader towards a specific destination — usually another web page.

The landing page, however, is the destination. “You know what you want them to do,” says online copy expert Nick Usborne, in a recent article in ExcessVoice.com, “and you DON’T want them leaving that page until they have decided to make that

http://www.excessvoice.com/


purchase, sign up, download a white paper — or whatever else it is you want them to do.”

In addition to the tips we’ve already covered for writing direct-mail reply forms, here are some additional strategies applicable to landing pages.

n Remind them why they clicked. When the landing page opens, the original email message tends to go out

of view, along with all the benefits you’ve written. So repeat key benefits on the landing page. I’ve found that doing this within a text box is very effective.

n If it’s free, say so. Don’t assume the prospect will know that your case study or white paper is

free, just because these sort of documents usually are. A client of mine once sent out an email inviting prospects to a Webinar. No one registered. She re- sent it, this time restating the offer as a FREE Webinar. Response soared.

n Finish the story. Because of space restrictions, you might not have had room in the email

to complete the selling job. Now you do. Use the landing page to add new information and elaborate on features and benefits.

n Never leave them guessing. Don’t assume that just because there’s an order form on the landing page

that people will intuitively know what to do. Guide them through the process. Give clear instructions.

n Reinforce the guarantee. Remind the reader, in no uncertain terms, that he or she has nothing to lose

by responding to your offer.


MicrositesA microsite — sometimes referred to as a hypersite — is a mini-website that is built

around a specific marketing campaign. For example, I recently wrote a direct-mail package for a travel company that was promoting their new hotel in the south of France. In the package, we included a special web address to a “microsite” which contained several pages of information on the resort and surrounding attractions, plus an online order form for a free guidebook.

A microsite is typically less than ten pages. The copy is often exciting, motivating and informative. Microsites usually contain some kind of call-to-action, asking the customer to sign-up for a newsletter, download a special report, call a 1-800 number, or make a purchase.

Let’s say you’re writing a promotion to generate leads for a new product. In your email, ad or letter, you can tell prospects to go to a special website to visit the “Product Information Center”. This microsite could include:

4 a main page with introductory information,

4 a page of features and benefits,

4 a page where you can download case studies

4 a page with an online form to arrange for a live demonstration and receive a free gift.

The above example is a fairly typical construction for a B2B microsite. As top marketing writer Christine Taylor says in her article When Writing Isn’t Enough. Best practices for marketing your white paper. “You can develop a microsite with 2-3 supporting tabs for more information. Like “What’s in it for me?” which explains how the white paper will help them, and “Learn more” with further resources to download like case studies and positioning documents.”

One of the latest trends in microsites is the personalized URL, sometimes called

a PURL. This is a microsite that is built specifically for the individual prospect

responding to the promotion. For example, I might receive a postcard invitation

to visit www.microsite.com/steveslaunwhite for a special offer. When I get to

the site, I’m amazed to discover that my name is incorporated into the copy,

and that other content is personalized to my preferences.


When a client asks you to write a microsite, approach it as you would any website project. But with these caveats:

u Keep it simple. There are fewer pages, usually less than ten, so be clear and succinct when

you write.

u Put a call to action on every page. The reader won’t click every page on the microsite. So each page must, in

its own way, drive the prospect to respond.

u Be informative. Prospects are quickly annoyed when they go to a microsite only to find

puffed up by sales talk and little substance. A tip: Make it a true information center for the product or service you’re promoting.

u Put a surprise offer on the microsite. Even if you made a great offer in the email or ad that drove the prospect to

the site, a second surprise offer will often increase interest and response. Try it. You’ll be amazed how well this technique works.

u Consider using the same headline twice. It doesn’t always make sense. But putting the same headline in the microsite

that you used in the originating promotion lets the reader know he or she is in the right place. If the headline is especially effective, why not use it twice!


Point-of-Sale CopyPick a software package off the shelf at your local computer or office supplies store.

Chances are it will be covered with promotional copy, front and back, both sides, and even top and bottom!

Packaging is an example of point-of-sale (POS) marketing, which also includes:

• Signage - including posters, window stickers, banners and pole signs.

• Coupons - usually located with the product, or at least close by.

• Displays - used not only to hold the product but also to promote it, often located on the floor, shelf, or counter.

• Product tear sheets - a list of features and benefits, popular with computers, software, industrial supplies and components and other products where more information is required than can fit on the product packaging.

• Aisle violators - signs that stick out at a 90-degree angle directly into the aisle so they can’t be missed.

• Shelf runners - signs that are tucked under a product and fold down to expose the promotional copy.

The purpose of POS copy is to motivate you to buy the product when its right there in front of you. It’s designed to defeat your hesitation, overwhelm you with benefits, and get you to take the product to the cash register and pull out your wallet.

In business-to-business marketing, POS copy plays an important role in industrial and commercial supply stores (farm supply depots, plumbing supplies), computer and office supply retailers (Staples), and even at trade shows.

Flyers, ads and other POS copywriting projects follow guidelines listed earlier in this handbook. For example in-store posters and ads are very much like writing print ads.

But how do write packaging copy?

Janice King gives us some insight in Writing High-Tech Copy That Sells: “The copy on your packaging should be strong enough to sell the product then and there. The information presented on the package must be complete, clear, and include a strong statement of features and benefits.”


Here are some specific tips for doing just that:

4 Quote product reviews

4Quote testimonials

4Highlight special offers (free support, money back guarantee, $50 mail-back rebate)

4Feature a free giveaway inside (“Free 64-page guide to seed management inside”)

4Include a comparison chart of your product vs. the competition’s

4List the features and benefits

4If possible, use every surface of the package, including the top and bottom.

4If it’s an upgrade, focus on the features and benefits of what’s new.


Sales ProposalsA proposal is like a direct-mail package that is sent to just one prospect. It is a

specific pitch to an individual company that typically includes detailed information on the product or service, the problems that product or service solves, the capabilities of the proposing company, and the pricing.

What does a proposal look like?

Unlike fancier marketing documents, sales proposals tend to be plain — usually produced using a standard word processing program like Microsoft Word, printed on plain paper, and simply bound.

Proposals can be created in response to a Request for Proposal (RFP) coming from the prospect company, or as a proactive step in trying to get the prospect to make a decision and buy the product or service.

Proposals are often used for selling big ticket items, like an industrial machine costing tens of thousands of dollars, or for purchases that result in a long-term commitment, such as a maintenance contract.

As a business-to-business copywriter, will YOU be writing proposals? You may. In my opinion you should. But you won’t be offered proposal assignments as often as others listed in this handbook. That’s because proposals are typically the responsibility of the sales department. And most copywriters work for the marketing department.

Still, I’ve written several over the years. Either because the marketing department took an interest in proposals, or the sales department wanted to improve the success rate of their own proposals, or both.

Here’s an excerpt from a sales proposal from a sales tax consulting firm:

Proposal for ABC CompanyCanada’s Complete Sales Tax Solution™Prepared by Robert Brakel & Associates

Table of Contents

PART ONE: Conquering the Complexities of Canadian Sales Tax


PART TWO: Canada’s Complete Sales Tax Solution™

a) What is it?

b) ADVANTAGE #1: Savings

c) ADVANTAGE #2: Reporting

d) ADVANTAGE #3: Assistance

e) ADVANTAGE #4: Training

f) ADVANTAGE #5: Information

PART THREE: For your consideration

a) Summary of advantages

b) Fee structure – no budget required

c) Why RBA?

PART FOUR: Appendices

a) Selected client references

b) RBA eReview® information sources

c) Publishing and speaking credits

d) RBA Sales Tax Review™

PART ONE:

Conquering the Complexities of Canadian Sales Taxes

a) Introduction

Your decision to consider a sales tax solution is a smart move.

As you’re aware, Canadian sales taxes are becoming increasingly complex. This not only makes administration a time-consuming hassle — chewing up valuable staff hours and scarce internal resources — but places an additional burden on financial managers who must constantly interpret (and reinterpret) tax legislation. No wonder even the most diligent organization pays more tax than is necessary.

Fortunately, RBA offers a solution that eliminates these problems. And, because of our self-generating fee model, there’s no budget required.


We know you have high standards. So does RBA. In fact, we lead the industry in expertise, technology, reporting, accuracy, information services, fast-access assistance, training, and client satisfaction. No other comparable firm is more experienced nor more respected.

During our three decades of working with companies just like yours, we’ve learned that the best sales tax solution must make it easy to:

• stay on top of tax issues,

• get fast answers when you need them, and

• generate and sustain significant tax savings.

Our suggestion? Canada’s Complete Sales Tax Solution™. More than 5,000 companies have experienced the advantages. We hope you will, too.

PART TWO:

Canada’s Complete Sales Tax Solution™

a) Only from RBA.

In a nutshell, our program — Canada’s Complete Sales Tax Solution™ — combines an in-depth search for savings with the most comprehensive support in the industry. This minimizes your tax payments, retroactively and in future years, while providing the expertise, assistance, information and training you need to stay on top of sales tax management issues.

Canada’s Complete Sales Tax Solution™ is comprised of five distinct advantages.

1. Savings - retroactively and in future years

2. Reporting – with valuable process improvement data

3. Assistance - when you need it the most

4. Training - the best of its kind in the industry

5. Information - that keeps you informed

No other sales tax consulting option is more comprehensive and authoritative.

What are the ingredients of a successful proposal? Here is a suggested strategy.


n Include the prospect company name on the proposal cover

n Include a cover letter from the person presenting or submitting the proposal.

nHighlight the prospect’s key problem or issue

nPosition your product or service as the solution

nDescribe the features and benefits in detail.

nNote any customization offered (extra services, training, support, add-ons)

nAnswer the following three questions: Why buy from our company? Why buy at this price? Why buy now?

nSummarize the features and benefits on the pricing page. This is important. Most readers skip to this page before reading anything else.

nSpecify the next steps. Amazingly, most proposals don’t have a clear call to action.

Overall, make your proposal VERY easy to scan for information. Use plenty of subheads, bullets, section headers, sidebars and other text elements. Almost all proposals are scanned rather than read.


Radio AdvertisingYou’ve heard them. Radio ads pitching everything from office products and

training seminars to software upgrades and even industrial fittings! Sure, consumer advertising dominates the airwaves. But, if you listen closely, business-to-business radio ads are remarkably plentiful.

This shouldn’t be surprising when you consider the audience. Who’s listening to the radio on their way to work everyday? CEOs, executives, entrepreneurs, managers, professionals — the full spectrum of business buyers. No wonder business-to-business marketers are increasingly realizing that this media is a great way to reach their target prospects.

How do you write a radio ad?

I know I’m beating this drum like a Kodo Master, but make every word count. You only have a short, fixed time span – 5, 10, 15, 20, or 30 seconds. Even in a 30-second spot with a fast-talking announcer, that’s usually no more than 100 words or so.

I’ve only written a few radio ads in my career. Although, I’ve written several within the last year, which may be indicative of a growing trend in B2B. So I turned to a real copywriting expert in this area, Suzanna Hutcheson, for advice.

What You Should Know About Radio

Use a straight announcer spot.

Your target market is working, driving, cleaning the house and doing a number of things. They’re not usually just sitting there with a pencil in hand listening to the radio and waiting to hear a commercial that interests them. So keep your spot simple. Don’t try and be funny. Use dialog spots rarely. They do work and people enjoy them if done right. But a straight spot is always on the mark. This type of spot is more personal. You have one person, usually the announcer, talking to one person, the listener.

Recognize and solve a problem.

If you’re selling long distance, tell people about the problem of high cost. Tell them how minutes are rounded or not rounded. Tell them about connection problems. Then tell them how your service will solve these and other problems. People understand problems. They relate to them. But they must believe they have a problem before they’re at all interested in a solution.


Make a remarkable promise. This gives strength to your solution. In the above example, you might promise to give excellent customer service 24/7/365. This makes people feel good about doing business with you. Most folks know that customer service at just about all businesses is just downright awful. So a promise of excellent service will interest them very much indeed. Many people would rather give up a lower price to get really great customer service.

Give something away. You can’t really make a sale on the radio. Radio is for getting leads. So if you give something away, you’ll get people to at least show some interest. It may be minimal. But most folks won’t go to the trouble of calling you just to get something for free. They have to have at least some degree of interest. I’ve found it very effective to offer information or samples to generate leads. Then you make the sale later. You might offer a voucher or a free item that is related to your business. If you sell long distance, you might offer 60 free minutes.

Present a distinct call to action. People have to be led to take action. Left to their own devices, they will take NO action. You must tell them what you want them to do. This goes for “any” of your advertising. If you’re offering a free brochure, have the announcer tell them to call you now and ask for the brochure. If you want them to go to your Web site, have the announcer give the URL. Make sure the phone number is given at least three times in all of your radio spots. This is important. In addition, make sure that, in most cases, the phone number is the LAST thing the listener hears. He’s more apt to remember it or to write it down.

Use a memorable phone number or Web address. A number such as 1-800-FLOWERS or a web address such as www.taxbreak.com. (for information on how people can save money on their taxes) can be easily recalled. Again, repeat this information three times.

Force folks to respond. Give them a time limit. “Call in the next 15 minutes for your free vision ease lamp.” If people know they must respond immediately, they will. But if they think they have all the time in the world, that’s just how much time they’ll take. Guess what? You won’t hear from them. I promise you.

By the way, Suzanna Hutchenson was the first copywriter to launch an Internet website. That site, PowerWriting.com, is packed with useful articles on a broad range of copywriting and marketing topics.

http://www.powerwriting.com/


SEO CopywritingType in “office cleaners” into Google.com and

what will you find? A list of more than two million results! However, only ten or so will be listed on the first screen. How did these few websites, competing with hundreds of thousands of others, make it so high on the list? What is the difference

between a site that makes the #3 position and a site that’s ranked 3,000 and, therefore, one you may never see?

A major influence on search engine “rankings” is keywords.

What are keywords? They are the words and phrases on a website that search engine companies read (using software and sometimes real people) to classify and rank a site. If a home page has several instances of the words “design” and “websites” then someone who types in “website designers” into a search engine is likely to see their company’s site near the top of the list. At least, in theory.

Marketers, consultants and copywriters have built a whole science of writing copy around this idea. It’s called Search Engine Optimization (SEO). It simply means finding and placing words in your copy that will push the website to the top of the heap whenever someone logs on and goes looking.

In other words, if you’re trying to optimize copy for the search engines, what you’re essentially doing is looking for the website words that sum up your prospect’s key needs, requirements and desires.

If you’re hired by a client to write a web page or entire site, she may ask you to use words that optimize search engine rankings. That’s SEO copywriting. She might ask you to suggest which words to use. Or, she may have already chosen words based on her own research — or that of a SEO consultant’s — and simply hands this list to you.

Finding the right keywords

There are a number of free and paid services available that will give you insights

into which words and phrase business buyers are using to find information on

your type of product or service. The most popular are: https://adwords.google.

com/select/KeywordToolExternal and http://freekeywords.wordtracker.com

https://adwords.google.com/select/KeywordToolExternal

https://adwords.google.com/select/KeywordToolExternal

http://freekeywords.wordtracker.com


You may find it awkward to write copy, when forced to integrate words you may not have otherwise chosen to use. For example, if you were hired to do some SEO copywriting for an office cleaning service, you might be asked to use words like:

Office cleaner

Office cleaners

Commercial maintenance

Commercial cleaning

Building maintenance

Cleaning services

Cleaning service

Cleaning company

Cleaning companies

Corporate housekeeping

Corporate housekeepers

Corporate cleaner

Corporate cleaners

It can be a real challenge trying to integrate these words into a couple of paragraphs, and not have it sound convoluted or even nonsensical. But if you can work with keywords effectively — like an interior designer working with furniture and set pieces he never chose — you’ll be in demand.

IMPORTANT: Keywords alone can

never replace the principles of persuasive

copywriting. The keywords may help your

prospects find the website , but it’s your

compelling message that will make the

sale .


Tele-Selling ScriptsEver get one of those annoying calls just when you’ve sat down for dinner?

Someone wants you to switch phone companies, donate to a charity, or buy insurance. Usually we can’t wait to get the salesperson off the phone. But sometimes the offer interests us, and we buy.

Guess what? Telemarketing is just as common in business-to-business. Perhaps more so. For most companies, it’s one of the top two or three ways they reach prospective new customers.

As a copywriter, you may be asked to write telephone scripts to achieve such objectives as:

n Generating leads that can be fed to the field salesforce for follow-up

n Identifying contacts within an organization so the company can learn who are the best people to target

n Asking contacts for permission to market to them by email. (This builds an opt-in email list, a requirement of successful email marketing.)

n Qualifying leads to determine if they are likely to buy, and when

n Inviting prospects to special events, such as trade shows and Webinars

n Offering prospects free white papers, case studies and other information

n Setting appointments for the sales staff.

When you’re asked to put together a telephone script, where do you begin?

First, realize that you will probably be writing more than one version of the script. That’s because it’s highly unlikely that a salesperson will reach the right contact the first time he or she dials. Think about it. How many times have you called a company and reached the desired contact? Probably less than 20%.

In a business-to-business situation, a telemarketer typically encounters one of these four situations. They:

1) Reach a gatekeeper

2) Reach voice mail

3) Reach the wrong person

4) Reach the right person


So your script has to take all four possibilities into account.

In telemarketing, a gatekeeper is a person, often a receptionist or assistant, who attempts to “screen” the call. She may ask questions like: “Which company are you from? What is the purpose of your call? May I take a message?” Telemarketers try to get past the gatekeeper and talk to the target contact directly.

Forget everything you learned from those dinner-hour telemarketing calls. A successful business-to-business script has the following characteristics:

4 Friendly and conversational

4 Short and to the point

4Identifies who you are and why you’re calling

4 Positions your offer as a solution to a specific problem

4 Quickly establishes credibility, preferably by using third-party endorsements (testimonials, client references)

4 Suggests a specific next step

Notice how the following telemarketing script utilizes the above ingredients.

Phone Script

Step 1: Call the company head office:

“Hi, may I please speak to [contact name]?”

If “yes”, continue to Step 2 If “I’m sorry but he no longer works here…”

“May I please get the name of [his or her] replacement and can you please transfer me to that person.”

If operator/switchboard asks any questions, please refer to FAQ’s

Step 2: You just reached the contact/contact administrator:

“Hi [contact name], this is [your name] calling on behalf of ABC Company.

“The reason for my call is to inform you of a 20-minute Webinar we’re sponsoring called The Future of Loss Payee Notification. It features how companies like Permanent General Insurance and Tower Hill Insurance Group

are reducing costs by 50% while virtually eliminating risks. The Webinar is hosted by Dr. John Smith, a recognized expert in the field.

“[contact name], I’d like to email you an invitation on this FREE Webinar. Would that be okay with you?”

If “yes” “Thank you. What is your email address?”

If “no” “Is there someone else in your company we should be talking to?”


Phone Script

Step 1: Call the company head office:

“Hi, may I please speak to [contact name]?”

If “yes”, continue to Step 2 If “I’m sorry but he no longer works here…”

“May I please get the name of [his or her] replacement and can you please transfer me to that person.”

If operator/switchboard asks any questions, please refer to FAQ’s

Step 2: You just reached the contact/contact administrator:

“Hi [contact name], this is [your name] calling on behalf of ABC Company.

“The reason for my call is to inform you of a 20-minute Webinar we’re sponsoring called The Future of Loss Payee Notification. It features how companies like Permanent General Insurance and Tower Hill Insurance Group

are reducing costs by 50% while virtually eliminating risks. The Webinar is hosted by Dr. John Smith, a recognized expert in the field.

“[contact name], I’d like to email you an invitation on this FREE Webinar. Would that be okay with you?”

If “yes” “Thank you. What is your email address?”

If “no” “Is there someone else in your company we should be talking to?”

Here are top tips for writing a successful business-to-business telephone script:

4 Write for the ear, not the eye. Your script must sound natural and spontaneous whoever reads it. Have a

friend read it back to you, preferably over the phone. If it seems like a canned sales pitch, rewrite it.

4 Make your script easy to read and deliver. Organize and format your script for clarity. Remove any hard-to-pronounce

words or difficult passages. In most cases, you won’t know who will be using your script… a student working part-time?… an overseas telemarketer who speaks English as a second language?...

4Soften your tone. “Mr. Prospect. I’m calling to ask if you want to double your department’s

productivity in just 60 days. Guaranteed. ” This may work in a sales letter, but on the phone you’ll quickly hear the dial tone. A better opening: “Mr. Prospect. I’m calling because we’ve recently helped ABC Company double the productivity of their accounting department. May I ask you three


quick questions to help determine if we can do the same for you too?”

4Suggest, don’t ask. Use the word “suggest” when wording your call to action. For example,

“If you’re interested in learning more, may I suggest that you go to our website and download our latest free White Paper.” I’ve tested this strategy extensively. Using the word “suggest” boosts response.

4 Consider using the words “I’m just curious…” For example, “John, I’m just curious. How many employees do you have

in your accounting department?” For some reason putting “I’m just curious” in front of what otherwise might be considered an impertinent question tends to get a friendly answer.

4If possible, make reference to other known companies. This builds credibility. “John, we recently implemented this solution at

IBM’s branch here in Chicago. And their productivity soared 24% within three months.”

4Keep it short. Write in chunks. Prospects get frustrated and tune out when a telemarketing

call is a long-winded sales pitch. You’ll probably hear a lot of demoralizing clicks too.


Trade Show ExhibitsCompanies spend a fortune participating in trade shows. When you take into

account the costs of designing and building the exhibit, transportation to the trade show location — which could be anywhere in the world, airfare, hotel and meals for the sales staff, fees paid to the trade show producer, it’s not unusual for a company to spend tens of thousands of dollars.

Imagine the frustration when few prospects fail to visit the booth!

As a business-to-business copywriter, you’ll be handling a variety of projects designed to get prospects to attend the show and visit the exhibit. These can range from invitations sent by direct mail and email to banner ads and phone calls.

For the show itself, you might also be asked to write special brochures, flyers and other handouts that are given to exhibit visitors.

We’ve already covered how to write many of these types of projects earlier in this handbook. But there is one copywriting task that is unique to trade shows: Writing copy for the exhibit itself.

“Writing the trade show booth?” You might be asking. “What’s that all about?”


Most trade show exhibits are purely dimensional and visual. Words play a minor role. That’s why design firms love to create them… and, in fact, some designers specialize specifically in exhibits.

But sometimes, copy on the exhibit walls help to gain and hold visitor attention.

Trade show exhibit copy can range from a short headline to several headlines and even body copy.

Here are some top tips to follow:

4 All the techniques you’ve learned for writing a great headline apply to trade show exhibit copy. So use them!

4 Your primary goal is to gain and hold attention. The salespeople in the exhibit will take care of the rest.

4 Quotes from client testimonials and case studies work very well in holding visitor attention.

4 Convey information in short bullets, not full sentences and paragraphs.

4 Focus on the biggest, most important benefit to the prospect. On a trade show booth, you often only have room to write about one big benefit.


ArticlesEach year, business-to-business companies produce thousands of articles for their

own newsletters and ezines, as well as for publication in the business and trade press.

Why?

Because by positioning the features and benefit of their products within the framework of an article, an aura of credibility is built… a heightened believability that can result in more sales, faster. Also, articles are a great way to spread the word. A salesperson calls and the prospect says, “Yes, I read about your product in last month’s Semiconductor Monthly.” Suddenly, a foot is in the door.

Articles enjoy a higher readership than most other forms of Marketing Communications. Think about it. You read articles for enjoyment as well as for information. But how often do you cozy up on a Sunday afternoon with a good brochure?

If you have a background in journalism or general freelance non-fiction writing then articles are familiar territory. Writing these is also a great way to break into the B2B market, especially if you don’t have any previous sales or marketing experience. It’s often easier to convince a prospective client to hire you to write an article for their quarterly ezine than to get him to trust you with a major marketing piece. But once you’ve proven your abilities, you’re on the radar screen for future assignments.

Articles used in business-to-business marketing usually run between 500 and 1,500 words, with 750 words being about average.

The following page is an example of a typical trade article I wrote for a bearing engineering company.


2004-1

Thordon has what it takes for new U.S. MSC T-AKE vessels

During war and in peacetime, the supply chain is one of the most critical elements of a military

operation. Consider the number of U.S. forces currently deployed overseas. If needed supplies are not furnished consistently, lives are put at risk. That’s why U.S. Navy Military Sealift Command (MSC) took no chances in the design of their new T-AKE vessels. In fact, the proven reliability of Thordon COMPAC propeller shaft bearings was written directly into the specifications.

"These are single shaft ships," says Dave

Marshall, Thordon’s Area Sales Manager for the southern United States, "so a reliable propulsion system is of paramount importance."

T-AKE ships are a new class of underway

replenishment ships for the MSC, designed for extended periods at sea. At 210m (690 ft.) length x 32m (105 ft.) beam and draft of

9m (30 ft.), each will have a single 744mm (29 in.) diameter shaft with one fixed pitch propeller. "That’swhy the propulsion components used must be first rate."

Supply chain reliability is key

The mission of MSC is to provide ocean transportation to sustain U.S. forces worldwide. During both Gulf wars, for instance, 95% of all needed equipment, fuel, food, supplies and ammunition were carried by sea. MSC currently operates about 120 ships worldwide with another 100 in reserve status. The T-

AKE program consists of building 11 new state-of-the-art vessels with a total budget of approximately $4 billion.

The first ship in the T-AKE series is currently under construction by General Dynamics’ National Steel and Shipbuilding Company (NASSCO), a company that has been designing and building naval ships and other commercial vessels since 1960. Located in San Diego, California, NASSCO is the only major

ship construction yard on the U.S. West Coast.

The propulsion system is supplied by Wartsila Lips Inc. of North America. "We have worked with the Thordon people on a number of major projects, all very successful," says Joe Amyot, Manager of Wartsila Lips. "Thordon main shaft bearings have significant operating experience in many other naval vessels. I suspect that was one of the reasons why Thordon was specified."

Proven in applications around the globe

The Thordon COMPAC propeller shaft bearing system — with its innovative single key bearing design

— is water lubricated and utilizes Thordon as the bearing wear surface. The lower half of the bearing is smooth while the upper half has water grooves for lubrication and cooling. This proven design has been used in many naval and commercial applications around the globe.

Thordon and Wartsila Lips have worked together on a number of major projects recently. These have included vessels for BP and the Staten Island Ferry system. "Thordon consistently demonstrates a

commitment to the high quality levels required for us to achieve success on these projects," says Amyot.

Page 1 of 2EC-News - Newsletter Manager

31/08/2004http://66.241.249.81/ec-news/index.cfm?dsp=ArticleView&ArticleID=20&IssueID=16


This particular article was published in Thordon Bearings print newsletter, then was reprinted for their ezine, posted on their website, reformatted as a press release, and sent to an industry publication where it was reprinted in its entirety. I always encourage clients to get as much mileage out of an article as possible. You should too.

Here are some top writing tips:

4 Read the target magazine, newsletter or ezine. What is its editorial style? What topics does it typically cover? Who is the

audience? What level of technical detail do the articles go into?

4 Use a newsy headline. Similar to what you usually find in magazines, newsletters and ezines.

Remember, prospects read articles for news, information and education. If the headline is too salesy, your article will be ignored.

4 Open with a captivating lead. A lead is the opening paragraph. The two best ways to write a lead is to

highlight a pressing problem or issue, or begin with a compelling story.

4 Use word pictures. Tell stories. Give examples. Illustrate the facts.

4 Be specific. Use facts, statistics, reviews, quotes from studies, research conclusions.

Many trade articles are annoyingly vague and general. Be refreshingly specific.

4 Use quotes. From experts. From happy customers. From other articles. From studies.

4 If appropriate, write in the first person. This is especially important if your article is taking a position on a

controversial issue. Don’t hide an opinion behind “We”.

4 Make it easy to read. Use short paragraphs, bullets, subheads and other text elements to make

the article “eye friendly”.

4 Stick to one theme or topic. Avoid detours and extraneous information. Readers won’t follow you all


over the map.

4 Know EXACTLY what you’re talking about.

Don’t write something if you’re not clear what you’re trying to say. If you don’t understand some aspect of the technology featured in the article, ask your client for clarification.


Audio-Visual ScriptsThese days, there are more viewers than readers. That’s why business-to-business

companies produce audio-visual materials — CDs, multimedia, videos, web Flash, short films — by the truckload.

Writing scripts can be challenging, but a lot of fun too. I remember the enormous satisfaction I got from plugging the first video I wrote into the VCR. I felt like a Hollywood screenwriter! It was a thrill to see the actors speaking the lines I wrote, in scenes that originated in my imagination. (It was a little odd too, considering that this video was for a high-end women’s fashion chain!)

Business-to-business marketers produce video and multimedia materials to:

n Demonstrate products

n Promote their company

n Show the quality of their manufacturing

n Explain how a product or service works in specific applications

n Promote products that need to be seen in action to be believed

n Train distributors and other resellers in how to sell the product

n Educate groups of prospects on product features and benefits

n Tell a success story featuring live interviews with customers that use the product or service

n Make an impression (a video seems more compelling than a brochure)

n And more.

Here’s an example of a video script, courtesy of copywriter Casey Demchak, author of the new book Essential Sales Writing Secrets (and, by the way, a former Hollywood screenwriter):


Alpha I Surgical Video - Infrapubic Approach

Casey Demchak

Visual Voice FADE IN:

Scene 1

Open with Mentor logo. Fade to various images from direct mail campaign and brochure.

CG:

Mentor (logo)

Alpha I® with Lock-out™ Valve Reservoir

Improved patient outcomes with penile implant surgery are now possible thanks to breakthrough technology from Mentor. That’s

because the Alpha I® penile implant is now even better than before. One more example of how Mentor is raising the bar on the standard of care available to patients.

Today, you’ll learn about the many innovative features and benefits of the Alpha I penile implant. And you’ll learn important surgical tips for implanting the device using the infrapubic approach.

Scene 2 Doctor looking over Alpha I. He’s obviously impressed.

Close On: reservoir area.

CG:

• Demonstrated to prevent auto-inflation.

• Does not effect patients’ ability to inflate or deflate the Alpha I.

Still photo of Dr. Melman during surgery.

CG:

• Does not require additional resources or surgical techniques.

• The learning curve is zero.

All Alpha I and Alpha I Narrow-base penile implants now feature Mentor’s patented Lock-

out™ Valve reservoir. Designed to eliminate auto inflation, the Lock-out Valve reservoir is only available on Alpha I implants.

This unique feature offers doctors and patients several important advantages. The Lock-out valve reservoir has been demonstrated in bench testing to prevent auto-inflation of the cylinders when extensive force is applied to the reservoir, or when there is elevated pressure within the reservoir. And, it doesn’t effect the number of pumps required by patients to inflate the device; nor does it effect their ability to deflate the device.

In addition, the Alpha I with Lock-out valve does not require any additional resources or new surgical techniques to implant. The learning curve is zero.

Scene 3 Stock photo of doctor consulting with smiling patient.

CG:

“From a design point of view, the Lock-out valve reservoir doesn’t interfere with inflation and deflation. The valve is perfectly placed on the device, and in an office setting it’s easy to demonstrate to anyone how it prevents auto-inflation.”

⎯Dr. Irwin Goldstein, Professor of Urology at Boston University School of Medicine.

The Alpha I with Lock-out valve reservoir has already gained wide acceptance from many respected urologists, including Dr. Irwin Goldstein, Professor of Urology at Boston University School of Medicine.

Dr. Goldstein believes that, “From a design point of view, the Lock-out valve reservoir doesn’t interfere with inflation and deflation. The valve is perfectly placed on the device, and in an office setting it’s easy to demonstrate to anyone how it prevents auto-inflation.”


I’ve written dozens of video and multimedia scripts over the years. One even won a major award. But even with my experience, I don’t consider myself an expert. So I turned to another copywriter who understands audio-video scriptwriting better than anyone I know. Robin Seidner, The Copy Diva. Here’s her advice…

Writing Multimedia ScriptsYou’ve got this great new assignment to write a script and storyboard for a multimedia presentation. But, where do you begin?

General principles: Keep it short. The best multimedia presentations are succinct and get to the point quickly. No matter how fascinating your clients think their products are, people tend to tune out after five to seven minutes of a presentation. Be adamant with your client about that timeframe.

You’ll have a little more time if you’re writing a tutorial script. Tutorial viewers are typically seeking out information or trying to learn how to use something. They will be more motivated to listen and watch longer.

First things first: Get all the details.Before you begin, make sure you understand the goal of the presentation. Is it to interest potential leads at a key point in the sales cycle? Eye candy at a trade show to get people into a booth? A tool to present compelling or interactive information on a web site?

How much technical or industry knowledge will viewers know about the information being presented? This is key – it will help you target the script to the right audience.

Will there be a voice-over script? Sometimes, particularly at trade shows, it doesn’t make sense to have a voice-over, because it won’t be heard. Perhaps a music bed would work better. In that case, you’re writing the story of what’s happening on-screen, the storyboard. What’s on-screen needs to explain everything and stand on its own – without a voice-over to explain animations or other visuals.


Create an outline.Even if you typically do not outline a writing assignment, this is the type of writing project where it really helps. The outline doesn’t need to be detailed. It only needs to organize the major components:

1) What needs to be covered? If, for example, you are showing any processes – for example, the steps you take to drive a car -- remember in your outline to include every step in the process so you won’t leave any out.

Will you need transitions? If your presentation covers more than one narrow topic (more than one product or process), or if there is some kind of introduction – say a brief corporate branding introduction – make sure your outline includes transitions so you remember to write them into the script.

Writing the script.Ok, so the client wants a voice-over script. How do you begin? You need a screen-by-screen template, a tool you’ll use to write the script and storyboard. Creating one is really easy. Here’s what I use:

Screen Script What’s going on on-screen?

Highlighted words on-screen

1 Lorum Ipsim… Corporate logo Swooshes

Ipsum…

Now, here’s what goes into each cell:

Screen #: When the programmer builds the presentation, he or she will need to know what graphics and animation go on each screen. Numbering screens makes it easier for them to keep track of each screen. It also helps the recording engineer. By having each section of the script numbered, the engineer can record each screens-worth separately. That way, when the track gets added to the final presentation, it’s already conveniently recorded by screen. All the programmer has to do is plop the voice-over into the right screen and make adjustments for animation timings.

Script: Use these cells to write the screen-by-screen story.


As you are writing , keep in mind what you think should happen on screen as the script plays. I generally write out the entire script before I go back and add the visuals and on-screen words. However, if I think of something while I am writing, I’ll jot down some quick notes in the visuals cell to remind myself of the idea.

What’s going on on-screen?: Here’s where the storyboard, or visual story gets played out. You’ll probably meet with the art director or creative director to brainstorm an overall look and feel, and also to discuss any kind of limitations imposed by the budget (photos, video, complex animations and the like), but then just take it from there based on what will work well with the script. The storyboard should reflect the voice-over script. There should be enough change and movement to keep the viewer’s eye.

Highlighted words on-screen: If this presentation has voice-over, the words on-screen provide reinforcement of the voice-over. Sometimes, the words will just be suggestions as to what you want the viewer to walk away with. They also act to reconnect the viewer if they stop paying attention to the voice-over.

If there is no voice-over script, the on-screen words could be more involved. They may need to explain what is going on visually or set a mood for what you want the viewer to walk away with. Make sure to keep the phrases short and easy to digest.

Tips for writingMake sure you write out anything that is not an everyday abbreviation. This will prevent confusion for the voice-over artist. Examples of everyday abbreviations:

v Time: just write 7:00 am, you don’t need to write out 7 o’clock pm

v Web and email addresses: most people understand that “@” means “at”

Abbreviations that are known in your client’s industry will not be known by the voice-over artist -- and may not necessarily be known by the viewer. If you must use a particularly long and awkward grouping


of words that is typically “acronymized,” follow the first use rule. At first use, the script should include all the words, followed by the acronym. Example: “…the Big Nasty Technical Explanation, or BNTE…”

Before you begin writing get yourself a timer. You will need to read the script aloud to make sure you aren’t going over the allotted time. You may also need to time individual screens if you think they might be too long.

Read the script aloud to catch any difficult or awkward phrasings. Trim as much fat during your editing process and get to the essence of what you need to say – quickly. This keeps the pace moving and makes for a more successful presentation.

Finally, what is the viewer supposed to do at the end? Sometimes, a call to action may not be appropriate – however, most of the time it is. Here are some possibilities:

• go to our website to sign up for… (have an onscreen click through)

• contact your sales representative today by calling… or visit our website (on-screen click through to get in touch with a sales rep)

• (for a tutorial) to view the tutorial again, click the restart button. You can also download other helpful documentation from our website at www.xxx.com (have a link that goes directly to the documentation page)

Last chance for changes.If there is time in the production schedule, it’s helpful to run through the script with the completed screens. You will catch any dead spots – places where the script drones on and on but nothing happens on-screen. Fix these now, either by adding action on-screen or eliminating some of the script. Once you record, it is a major hassle (and can sound really awful) to make changes without re-recording. The cadence of the voice-over becomes stilted when you edit out words and even whole sentences.

Robin is a real expert not just on multimedia scripting, but mainstream copywriting as well. Check out her website at CopyDiva.com.

http://www.copydiva.com


Brochures A few years ago, it wasn’t uncommon for a business-to-business company to

produce a big glossy brochure, several pages in length, that featured their products, services, and capabilities.

Today, these general purpose brochures have largely been replaced by websites. The trend now is towards highly specialized brochures that are created for a specific purpose. For example:

n To be handed out at a trade show

n To target a specific industry (i.e. healthcare)

n To show how a product or service is used in a specific application (i.e. Fixed asset buy/sell scenarios in accounting)

n To present the benefits of a specific aspect of a product or service. (For example, my client Robert Brakel & Associates – www.robertbrakel.com – uses a two-page brochure to promote their hotline service, which is only a small aspect of their overall consulting program.)

n To detail the technical features of a product. (Important to IT managers and other technically-oriented professionals.)

n To promote a special offer along with the product or service. (For example, my client, UPS, recently ran a contest for an iPod® for those who downloaded the latest version of their shipping software. The brochure featured information on the contest and the software.)

n As a leave-behind after a salesperson completes a presentation to a potential new customer.

Standard printed brochures begin life as a flat sheet of paper in three possible sizes:

• 8.5 x 11,

• 8.4 x 14, and

• 11 x 17.

From these dimensions, they can be folded into a variety of configurations to create the brochures we see most often today.


Of course, these are just the standard sizes and folds. Brochures can be customized into an astonishing variety of shapes, cuts and dimensions to suit just about any requirement or creative fancy.

What will you find inside an effective brochure? The most common ingredients are:

v An attention grabbing headline on the cover

v A compelling overview of the product or service

v A descriptive list of the features and benefits

v How the product or service works

v The markets and/or industries targeted


v Availability and delivery information

v How to buy

v Pricing information or how to receive a quote or proposal

v Technical specifications

v Testimonials from satisfied customers

v Information on after-sales service and support

v Warranty information

v A client list

v Comparison chart of similar products

v About the company

Of course, depending on the nature and purpose of the brochure, it may need to include other information as well.

When I write a brochure, I follow the basics of writing effective copy as detailed in Chapter Five of Secrets of Writing High-Performance B2B Copy. I focus on great headlines and motivating, informative body copy. I also strive to tell the whole story because that’s what readers expect from a brochure.

Here’s a tip. When I get a brochure project, I begin by asking the client three key questions:

4 What does it need to accomplish?

4What information does it need to convey?

4What do you want the prospect to do afterward? (For example, feel confident about the product? Use the brochure as a reference? Call for a quote?)

Too many brochures produced today seem to have no clear reason for being. They’re either lightweight, too weighed down with extraneous text, or all over the map. The above three questions keep the brochure focused and on purpose.

Here’s an example of an excellent tri-fold brochure, written by copywriter Joan Damico:


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Case Studies Case studies have become increasingly popular in recent years. Especially among

businesses that sell complex products and services that are difficult to understand, or put into perspective, with just a letter or brochure.

If you’re not familiar with case studies, rest assured I’m not talking about a dry, technical, or scientific document. Cases studies used in marketing are essentially success stories written in an editorial style similar to a business magazine article. Typically, they tell the tale of “product meets customer” and how everyone lived happily ever after.

Go to any major business-to-business website (check out Eloqua.com or IBM.com) and you’re bound to find a section that features case studies, along with white papers and other free information. Read a few. It’s a great way to learn more about this interesting hybrid of brochure, testimonial, and article.

Readers love a good story. And clients know it. That’s why clients are looking for copywriters who know how to craft an effective case study.

There really isn’t much of a mystery to writing one. Most are two to four pages in length (although I’ve seen some six pagers), and are generally written in standard feature article format. In fact, they often get reprinted, or at least referenced, in trade magazines and other industry publications.

Can you write an article? Then you can write a case study.

Having written hundreds over the years, I recommend you follow the following format:

Steve Slaunwhite’s Case Study Writing Sequence

•Thechallenge. Begin by introducing the problem. What condition was the customer trying

to change or improve? If possible, use the customer’s own words in the form of a quotation.

Case studies are also

known as success

stories, application

briefs, user stories, and

case histories

http://www.eloqua.com/

http://www.ibm.com


•Thecustomer. •Introducethecustomertobefeaturedinthecasestudy.Whoarethey?What

do that do or make?

•Thejourney. What steps did the customer take solve the problem? What other products or

services were investigated? Why didn’t these work out? Many case study writers skip this section. Don’t you skip it. This is the place in the story where the reader begins to identify and empathize.

•Thediscovery. How did the customer find out about the product or service? In an ad? At a

trade show? Through a media interview? This section often acts as a bridge to the remainder of the case study.

•Thesolution. This is where you have unbridled freedom to pitch the product or service

without fear of sounding too promotional. The earlier sections have earned you this right.

•Theimplementation. How was your product or service implemented? Was there any downtime or

disruption involved? How long was it before it was up and running 100%? Be honest about any problems that arose and how these were resolved. Highlight instances where you went “the extra mile” to satisfy the customer.

•The results. How well did your product or service solve your customer’s problem? Be as

specific as you can here. If possible, use hard numbers such as savings, revenue gains, sales growth and return on investment. This is another good spot to include a customer quotation. And a great place to summarize and close your story.


Here’s an excerpt from a case study that incorporates the above points:

“Worms.” “Macro viruses.” “Trojan horses.” Terms that make your skin crawl. These are just some of the buzzwords used to describe computer viruses — those malicious invaders that can destroy or dangerously alter files, cause critical data to vanish, grind productivity to a halt, and cause entire networks to go down.

Donald McKay, IT manager for ACME ZipEx Systems, will never forget the day a virus attacked his network. “Our whole business crashed. We lost service. We lost data. And, ultimately, we lost customers.” The virus was quickly removed, but the havoc it created lingered for months.

McKay was determined never to face such a catastrophe again. So, he began a mission to find the best “industrial strength” virus protection available …

Of course, there can be variations to the above sequence. For example, it might be more effective to introduce the company first, then bring in the challenge (a variation that I often employ.) There may be other reasons as well to rethink the order in which to present the points in the Case Study Sequence. The important thing is to cover ALL the points.

Many case study writers skip Discovery and Implementation thinking that these are not that important. They are, to the prospect. He wants to know what other alternatives the company explored before deciding to buy your client’s product or service. He is also concerned about implementation issues. Did it go smoothly? Were there problems? If so, how were they resolved?

An effective case study should reflect the realities of purchasing and implementing a complex product or service. If you paint a glowing picture of the experience that’s too bright, your audience won’t believe it. Chances are, your prospects have been involved with these types of purchases before. They know the score.

Notice how the following case study builds belief by telling the whole story, and a very compelling one at that:

t The challenge

t The customer

t The journey


“ There’s an adage among our contractor customers,

‘Use the right tool for the job’. And for our CRM

program, that tool is definitely CardScan.”Cliff Wells

Director of Sales, Ridge Tool

Ridge Tool Transforms Lost Opportunities into Sales — with CardScan for Microsoft CRMWhen Ridge Tool Company migrated to Microsoft CRM, they knew they needed to do

something else better as well: contact capture. After all, even the best CRM system will

fail, especially in terms of sales and marketing performance, if the right information on

prospects and customers is not inputted on a regular basis.

For Ridge Tool, the roadblock to making this happen was the mountain of business cards

collected in the field each week. Salespeople were naturally reluctant to spend valuable

selling time keying in the information. And because typing skills were all over the map,

errors occurred. The result? Contact profiles in the CRM database were often missing,

incomplete or inaccurate. But today that problem is solved. Thanks to a solution that is fast

becoming the best practice for CRM data entry: CardScan.

“ It all added up to one overriding problem for us,” saysCliff Wells, Director of Sales. “Lost opportunities.”

Bottleneck in the new CRM systemAn industry leader for 80 years, Ridge Tool is the company behind the well-known Ridgid®

brand of pipeworking equipment and tools. Selling almost exclusively through distributors,

their products are popular among plumbing, heating, electrical and mechanical

contractors worldwide.

“ When we decided to replace our old CRM system earlier thisyear,” says Wells, “we realized we needed to find some way to get our salespeople’s fingers off the keyboard.”

Throughout North America, the Company employs more than fifty salespeople. All

actively call on distributors, demonstrate products, attend trade shows, and meet contractors

during “Counter Days” (held at distributor locations). During a typical week, dozens, even

hundreds, of business cards are collected. All must be integrated into the CRM system in

a timely fashion. As a result, the risk of sales opportunities falling off the radar screen, or

not being identified at all, were high.

Problem:Lost sales and marketing opportunities due to missing, incomplete or inaccurate CRM data.

Solution:CardScan

Results:Dramatic increase in quality and quantity of CRM data inputted.

Significant improvement in sales and marketing performance.

Case Study / Ridge Tool

Where do you get the quotes from happy customers to use in your case study? Sometimes the client supplies these to you in advance. But usually, it’s your job as the copywriter to interview your client’s customer to get his side of the story.


Sounds intimidating. It really isn’t. In fact, it’s fun to play journalist and dig for the quotes and facts. Simply follow these tips and you’ll be fine.

4 Ask your client to inform his customer that you’ll be calling. The last thing you want is to phone and then have to awkwardly explain who you are, what you’re writing, and why.

4 Use the Case Study Writing Sequence above to prepare your questions in advance. Don’t just wing it while you’re on the phone! Write your questions down.

4 Get to know the company of the customer you’re calling. Review the website. Become familiar with the products, company history and markets.

4 When you call, don’t start blurting out your questions right away. Begin by saying something like: “Mr. Jones, I’d like to ask you some questions for this case study. This should take about ten minutes. Is now a good time? Or do you prefer we set a phone appointment?”

4 Take good notes. Use a tape recorder if you have one. (When you record a phone conversation, always inform the other party. It’s a courtesy. And, in some places, the law.)

4 After the interview is over, send a thank you email to the customer and cc it (send a copy) to your client.

WARNING:Your client’s customer will need to approve the case study before it’s published.

Who’s responsible for this? You? Or your client?

Don’t assume that just because you weren’t asked to handle this little detail that you’re off the hook. Your client might expect you to send drafts to his customer and get approvals. So you need to find out in advance who’s doing what in this area.

Personally, I don’t like dealing with getting approvals. I’m not a project manager nor am I a lawyer. So I let clients know that securing sign-offs and other approvals is their responsibility. Usually, that’s not a problem. Marketing and PR departments that are responsible for producing case studies usually have a process in place for getting approvals anyway.

If you do decide to handle approvals, be sure to charge accordingly. It’s a lot of work chasing down your client’s customer, getting him or her to read your draft copy, and then following-up until the approval gets signed.


Press ReleasesBusiness-to-business companies produce press releases and other media materials

to get the word out about their new products and services. Their hope is that trade or business press editors will use it in one of their stories, or reprint the press release in its entirety.

Here is a typical example of a press release:

[Company letterhead]

FOR IMMEDIATE RELEASE September 2, 2003

M.R.S. Company expands its Business Intelligence practice through a strategic partnership with Cognos

Br ampton, Ontar io, Sept. 2, 2003, — M.R.S. Company Ltd. has today announced a strategic partnership with Cognos, the leader in Business Intelligence (BI) applications. M.R.S. already has a robust BI practice, delivering cost-effective solutions to such companies as Ford Canada, Nestle Purina, and Foster Parents Plan. T his new agreement expands capabilit ies, and enables the company to deliver even more value to its customers. “We’re selective when it comes to partnerships,” says John Smith, Director of Strategic Alliances for Cognos. “M.R.S. has a rare combination of referencable customers, extensive experience with our solutions, and Microsoft cert ification in business intelligence that makes them a welcome and valuable partner.” T he leading BI solution Most companies underutilize what many agree is the number one corporate asset: information. Business Intelligence solutions help organizations to access information more easily — and in ways that are understandable and useful. As the recognized best in the industry, Cognos applications enable people to transform data into knowledge, work more productivity, create meaningful reports, identify trends and opportunit ies, and make better decisions. Data warehouses are the foundation of a successful BI system. T hrough its dedicated Business Intelligence practice, M.R.S. provides a range of strategic and technical services. T hese include building data warehouses containing cleansed, accurate and t ime-stamped information. “T his partnership is really an evolution of our relat ionship with Cognos,” says Peter Christopoulos, VP Sales & Business Development for M.R.S. Company. “T he consultants in our Business Intelligence Group have been working with Cognos products for years, and are experts.” One stop shop M.R.S. customers are set to enjoy a number of benefits as a result of the partnership. For example, consultants will now be "Cognos Certified", enabling them to provide even greater application knowledge and skill-sets. (M.R.S. is also a Microsoft Gold Certified Business Intelligence Partner.) Canadian small and mid-sized companies will now be able to acquire a complete BI solution from a single source, eliminating the need to deal with multiple vendors. “T his partnership enables us to do what we do even better, ” says Christopoulos. “And that’s combining our expertise and services, with the best Business Intelligence software in the world, to deliver a powerful, cost-effective solution to our customers.”

# # # # # About Cognos Cognos is the world leader in business intelligence (BI) and performance planning for the enterprise. T heir solutions let companies improve and direct corporate performance by enabling all the key steps in the management cycle — from planning and budgeting, to measuring and monitoring performance, to reporting and analysis.


Notice the format? Press releases follow set rules for how the information is arranged on the page. And if you don’t follow these rules, editors are likely to ignore your release — thinking, perhaps, that it’s from an amateur.

Here’s what an editor expects to see in a press release:

n Company name and address on the upper left-hand corner of the first page

nDate on the right margin of the first page, slightly lower than the bottom line of the company address.

nA headline, consistent in style and tone with the target publications’ headlines

nDate and location at the start of the first sentence. (A quirky element of a press release that is virtually meaningless today, but still required.)

nLead paragraph that gains reader attention and acts as a compelling summary of the story

Founded in 1969, Cognos employs more than 3,000 people and serves more than 22,000 customers in over 135 countries. About M .R.S. Company L td. M.R.S. Company Ltd. is an innovative consult ing firm that delivers bottom-line results by providing dynamic and integrated e-Business, Business Intelligences, EDI and Custom Application Development solutions. Founded in 1979, the Company has an established reputation of helping key mid-market and enterprise organizations to cost-effectively leverage proven IBM and Microsoft T echnologies. M.R.S. is headquartered in Mississauga, Ontario.

# # #

For more information regarding this release, or to arrange interviews with company management, please contact: Catherine-Jane (C.J.) Arseneau Marketing Specialist 5800 Explorer Drive, Suite 400 Mississauga, Ontario Canada L4W 5K9 T el: (905) 602-1700 ext. 223 [email protected]

[Company letterhead]

FOR IMMEDIATE RELEASE September 2, 2003

M.R.S. Company expands its Business Intelligence practice through a strategic partnership with Cognos

Br ampton, Ontar io, Sept. 2, 2003, — M.R.S. Company Ltd. has today announced a strategic partnership with Cognos, the leader in Business Intelligence (BI) applications. M.R.S. already has a robust BI practice, delivering cost-effective solutions to such companies as Ford Canada, Nestle Purina, and Foster Parents Plan. T his new agreement expands capabilit ies, and enables the company to deliver even more value to its customers. “We’re selective when it comes to partnerships,” says John Smith, Director of Strategic Alliances for Cognos. “M.R.S. has a rare combination of referencable customers, extensive experience with our solutions, and Microsoft cert ification in business intelligence that makes them a welcome and valuable partner.” T he leading BI solution Most companies underutilize what many agree is the number one corporate asset: information. Business Intelligence solutions help organizations to access information more easily — and in ways that are understandable and useful. As the recognized best in the industry, Cognos applications enable people to transform data into knowledge, work more productivity, create meaningful reports, identify trends and opportunit ies, and make better decisions. Data warehouses are the foundation of a successful BI system. T hrough its dedicated Business Intelligence practice, M.R.S. provides a range of strategic and technical services. T hese include building data warehouses containing cleansed, accurate and t ime-stamped information. “T his partnership is really an evolution of our relat ionship with Cognos,” says Peter Christopoulos, VP Sales & Business Development for M.R.S. Company. “T he consultants in our Business Intelligence Group have been working with Cognos products for years, and are experts.” One stop shop M.R.S. customers are set to enjoy a number of benefits as a result of the partnership. For example, consultants will now be "Cognos Certified", enabling them to provide even greater application knowledge and skill-sets. (M.R.S. is also a Microsoft Gold Certified Business Intelligence Partner.) Canadian small and mid-sized companies will now be able to acquire a complete BI solution from a single source, eliminating the need to deal with multiple vendors. “T his partnership enables us to do what we do even better, ” says Christopoulos. “And that’s combining our expertise and services, with the best Business Intelligence software in the world, to deliver a powerful, cost-effective solution to our customers.”

# # # # # About Cognos Cognos is the world leader in business intelligence (BI) and performance planning for the enterprise. T heir solutions let companies improve and direct corporate performance by enabling all the key steps in the management cycle — from planning and budgeting, to measuring and monitoring performance, to reporting and analysis.


nSubsequent paragraphs that expand on the story

nQuotes from participants, experts, sources, customers and other references.

nA final paragraph that is a description of the company, and where they are located. (In some press releases, this paragraph is separate from the main body copy, but still located at the end of the release.)

n # # # # # or END or “30” to indicate the end of the release. (Another quirky press release thing)

nContact information so the editor knows who to call of she needs more information.

The length of a press release is usually no more than a page or two.

No doubt you’ll write your share of press releases as a B2B copywriter.

Lynn Fenske, a noted copywriter and editor, has written hundreds of highly successful press releases and provides us with a rare perspective: she’s worked both sides of the desk, writing press releases as a copywriter, and reviewing releases as an editor. Here’s what she has to say about writing a breakthrough release.

4 Be Newsworthy. While assessing a story’s newsworthiness is often subjective and instinctive,

there are guidelines you can use to test its news appeal. Consider whether your story is immediate. Is it close to home? Does it affect many people? Does it have lasting importance? Certainly emphasize what is “new”, “better” or “different” about your subject matter by explaining how it affects the reader.

4 Be Brief, especially in the headline. You are writing to appeal to media professionals who specialize in three-

worded headlines and eight second sound bites, so keep your message short and concise. Choose your words carefully. Trying to fit the whole story into a headline or writing more than one full page of body copy does not make for a compelling press release.

4 Follow the set format. Press releases are structured with a specific place and spacing for all

components including the headline, release time, dateline, body copy, end marker and contact information. Always follow the format. Put everything in


its proper place, on a document that uses or resembles corporate letterhead.

4 Write like a reporter. Be factual and objective. Answer the five W’s and one H – who, what,

where, when, why and how. Always write the release in a third person voice using simple, precise language. No ten-dollar words or excessive techno- jargon – unless you want to alienate your audience.

4 Include quotes. Support the facts in the press release with quotations from key personnel or

people directly involved in the story. Their commentary helps to personalize the story and give it relevance and perspective.


Video News ReleaseA video news release (also know as a VNR) is the broadcast equivalent

to a traditional press release. Instead of being text a VNR is created on video and sent to radio and television news organizations in the hopes that portions of which will be picked up and used in a story.

Scripting a video news release can be exciting and challenging. It’s exciting because you’re crafting something that you might see on

the news. (Tell your friends!) And, it’s challenging because these types of releases are expensive to produce, and if it doesn’t get picked up all that money will go down the drain.

Don’t panic. Here is a five-step process that can help.

1) Start with a treatment. This is a one-page description of what you envision seeing and hearing.

A treatment helps you and others determine if the VNR is newsworthy and worth the investment. It also helps your production company establish a preliminary budget.

2) Get the interviews right the first time. In a press release, you can edit a quotation for clarity and impact, and

delete the ums and aahs that infiltrate everyday speech. On video, however, what you see is what you get. So carefully review questions and key messages with interviewees. Be there during the shoot to ensure you get the sound bites you need.

3) Write for the ear, not the eye. Just because a voiceover reads well on paper doesn’t mean it will sound well

on screen. Here’s a tip I use: Read your script into a tape recorder and then play it back. When you do, I guarantee you’ll rewrite it.

4) Stay with the fundamentals. Given all the sight and sound possibilities of video, it’s easy to get carried

way. However, don’t forget your public relations 101 fundamentals. You’re not scripting a Hollywood blockbuster, you’re writing a newsworthy, broadcast-ready press release. Keep it simple and informative.


5) It’s a release, not a commercial. We all know that a press release should not be overly promotional. The same holds true for a VNR — times ten. In general, broadcast journalists are even more sensitive to hype than their print and online counterparts.

6) Don’t forget the b-roll. This is additional footage that broadcasters use to customize the news

segment. If your VNR is an automotive launch, for example, your b-roll might include shots of the car in the driveway, on the road, surrounded by a happy family, on an adventure trek. As the writer, scripting the b-roll is just as important as the VNR itself.


PresentationsYears ago, slide presentations were done on clumsy overhead projectors using

loose plastic sheets, or expensive carousel projectors using film.

These days, 90% of slide-oriented presentations are composed on Microsoft PowerPoint®, a desktop software program that makes it easy for just about anyone to put together and present a slide show. (Which is why just about everyone does! In the business world, anyway.)

PowerPoint and other presentation software programs are used by sales and marketing professionals in much the same way they use brochures, proposals and even direct-mail packages. It’s an organized, interesting, highly-visual way to present the features and benefits of a product or service.

PowerPoint slides are ideal when presenting before a group of prospects… or even when pitching to just one person sitting across-the-desk.

PowerPoint slides can be viewed on any desktop or laptop computer, or on a big screen using a LED projector.

Usually the speaker, presenter, or salesperson guides the presentation along by switching from one slide to the next with the click of a keyboard key. PowerPoint’s can, however, play on automatic pilot — running continuously at a trade show booth, for example.

If you want to write for PowerPoint, I suggest you learn it. You may already have the program loaded on your computer. Take the tutorial that comes with the software. It’s easy to use. And understanding PowerPoint is a skill you’ll be sure to take advantage of as a B2B copywriter.

How do you write a PowerPoint or similar slide-oriented presentation? Here are the top tips:

4 A typical slide has a main headline, and then three or four bullets.

4 Write in bullets, not in full sentences

PowerPoint® is a software

program that allows you

to create slides, organize

a presentation , and

deliver that presentation

to an audience .


4 Keep the text light. Don’t crowd a slide with copy. If you need more room, create a new slide.

4 Suggest visuals to support your points. Charts, graphs and flow charts work very well in slides.

4 Remember there’s usually a person presenting the slides. So your slides don’t have to explain everything in detail. Hit the main points in each section. The speaker will take care of the rest.

Here’s a three-step strategy that I learned recently that can cut your PowerPoint development time in half. Write first. Make the slides later. Here’s how it works:

Write your entire presentation out in bullets, without thinking about 1.

slides.

Then look at your bullets and organize them into general sections. 2.

Then take each section and divide the bullets into slides of three or four 3.

bullets each.

After this, you may have to add a few transitions, and suggest some graphics. But your PowerPoint presentation is almost finished!


Web PagesThese days most business buyers have virtually 24/7 access to the Internet, using

their office computers, laptops, and mobile computing devices such as Blackberry® and iPhone®. So that take advantage of this to find information, learn, participate, shop, research, contact vendors, hold virtual meetings, network and more.

That’s why just about every B2B company has a website and updates it regularly.

Business-to-business companies rely on their websites to:

v Explain and present the features and benefits of their products and services.

v Make special offers, such as discounts and giveaways.

v Sell products and services online.

v Open customer accounts.

v Generate leads for their salespeople to follow up on later.

v Sign up prospects and customers to ezines and other email communications.

v Provide technical information and updates on their products.

v Handle enquiries into delivery times, warranty claims and other customer v

service matters.

vAnd more.

As a B2B copywriter, you’ll play an important role in the success of your clients’ websites. “Go to your favorite website, strip away the glamour of the design and technology,” says Nick Usborne, an online copy expert and author of Million Dollar Secrets to Online Copywriting and How to Write Your Own Money-Making Websites, “and you’re left with words … words are your last, best way to differentiate yourself online.”

As an Internet user yourself, the basic makeup of a website is probably second nature to you. There is a home page, links to inside pages and, on those pages, usually even more links to more pages.

“Go to your favorite website ,

strip away the glamour of

the design and technology,

and you’re left with words …

words are your last, best way to

differentiate yourself online .”

http://www.awaionline.com/writing-for-the-web/learn/online-copywriting/

http://www.awaionline.com/writing-for-the-web/learn/online-copywriting/

http://www.awaionline.com/websites/learn/make-money/


Here is an example of a typical B2B website home page:

So how do you write a web page, or complete website, that is compelling, informative, and keeps readers wanting to come back for more? How do you craft


messages that motivate buyers to buy online? Refer their colleagues? And come back later to buy some more?

Here’s an easy way to begin. Consider the web page you need to write. What are the objectives? Is it to sell a product? Explain complex product information? Tell a success story? Feature a variety of items for sale? Position the company as an industry leader?

Now, relate these objectives to print marketing materials you’re already familiar with. For example, if your web page has to sell something, then the principles for writing an effective sales letter or catalog description is probably a good place to start.

And, of course, you’ve already learned how to write powerful printed materials in this Secrets of Writing High-Performance B2B Copy.

So once you’ve decided which print cousin most resembles what you’re trying to accomplish on the web page, the next step is to follow the proven principles of web writing.

Here are the top tips:

4 Work hard on the home page. It’s the first thing a prospect sees. In just a few seconds he’ll decide whether

to explore the site or simply surf somewhere else. So the home page has to gain attention, motivate the visitor to learn more, and make it easy for him to take the next step.

4 Make information easy to find. Why do you visit a website? Isn’t it because you want to find information?

Get answers. Solve a problem? Shop? Buy something? Make sure your copywriting makes information and products easy to find. Use descriptive links, section headers and subheads.

4 Never be cryptic or leave them guessing. Internet users go through information at a fast pace, much faster than with

print materials. You may have time to warm up a prospect in a sales letter, but on the web page you really have to get to the point quickly.

4 Know what the web page trying to accomplish. Is it generating leads? Fulfilling interest in a product or service (a kind of


information central)? Selling products? Handling customer service? Focus your copywriting on the web page objectives.

4 Use plenty of headlines. Great headlines are the real secret to success in writing for the web. Use a

main headline on every page, plenty of subheads, icons, captions.

4 Show pictures of the products. Even if it’s an information-based product like a course or

booklet, try to find ways to show it visually.

4 Write an order page that sells. Use the guidelines for writing landing pages featured in Chapter 9 of

Secrets of Writing High-Performance B2B Copy.

4 Put an offer on the “Contact Us” page. This always increases leads and enquiries. Even on a general purpose company site.

Thank you for your interest in HANSAmed! You can contact us anytime by phone, fax, email, or post. Our knowledge-based support staff is ready to help.

If you're a dental practitioner, be sure to request a complimentary copy of "Clinical Pharmacokinetics" for Articaine. This 12-page guide provides information, chemical formulations, and clinical trials data regarding Articaine.

Map to HANSAmed

Pain Management & Infection ControlDr. Mauricio Diaz1-800-363-2876 x [email protected]

If you would like to receive media announcements concerning HANSAmed products, opinions, and activities please call or email.

Media Contact:Anne Genge1-800-363-2876 x [email protected]

Page 1 of 2HANSAmed - Contact Us

04/09/2005http://www.hansamed.net/contact/index.html


4 Make it clear how to place order. Don’t assume that the buyer will know. Make the shopping cart easy to find.

Put in at top of each page.

4 Don’t be afraid to go long. The conventional wisdom in business-to-business is to write very short web

pages, no more than a paragraph or two. But I disagree. Sure, sometimes a web page needs to be short. But there are other circumstances when the copy needs to be longer. My advice? Use as many words as you need — and not one word more — to accomplish the objectives of the web page. Readers will scroll down if the information in compelling and relevant.

4 Tell readers what to do. “Click here for a free demo”. “Visit our online store for special monthly

discounts on supplies”. “Looking for an easy-to-use solution to project time tracking? Click here to learn more about TraxTime.” You get the idea.

4 Use shorter paragraphs. No more than five or six lines each. It’s difficult to read large chunks of copy

on screen. So make it easier. Use short paragraphs.

4 Support your claims with lots of proofs.

People tend to be skeptical of what they read online. Especially if the information is from an unfamiliar company. You should prove your claims in any marketing piece. But online, that’s even more crucial.


White PapersGo to a major business-to-business website, click around and explore for a few

moments and, before long, you’ll come across a link with an offer to download a white paper, perhaps even several white papers.

What the heck are these?

A white paper is essentially a “how to” booklet. It shows the reader how to do something, why they should do it, what technology to use, how to evaluate it, what new methodology to incorporate, how to handle critical issues, and how to solve key problems.

Is a white paper always called a “White Paper?” No. For the sake of

variety and distinctiveness, it can also be called an “Executive Briefing”

or “Special Report.” Some don’t even have a moniker at all, relying only

on their title.

For example, “How to use lead-scoring to accelerate the sale process,” is a white paper that goes into detail about what lead scoring is, how it works, what technologies are available to automate it, and how to implement a lead-scoring system. It’s available from a company that, of course, markets lead-scoring software.

A white paper averages five to ten pages in length, although I have seen some tomes running dozens of pages, and recently came across one that was only two pages!

White papers are not as glossy as a brochure. Often, they are simply designed, featuring mainly text with supporting charts and graphs.

Compared to other forms of marketing communications, white papers tend to be more detailed and technical. In fact, this is the attraction because some prospects — especially technically-oriented audiences — consider sales brochures to be lightweight fluff, while white papers are for the thinking professional. At least, in theory.

Readers expect a lot of substance, preferably unbiased. Features, strategies, specifications and methodologies, take center stage. Benefits, although also an important part of the document, play only a supporting role.


Companies use white papers to position themselves as leading experts, impress their prospects and customers, and to generate sales leads. It’s not uncommon for lead-generating promotions such as banners, email, postcards and phone scripts to feature a new White Paper as the offer.

So you may be hired to write both the white paper AND the email, ad or letter that promotes it!

Where do you begin?

Rest assured, when you’re asked to write a white paper, you’re not expected to conduct the technical research. But you may have to do some digging, and interview a few contacts, to get the facts. Don’t worry. A white paper is essentially answers to a series of questions. All you have to do is determine what these questions are, present these to your client, and have him or her provide you with the answers. Before long you’ll have all the information you need, in hand and organized, to write the document.

Remember the white paper I referred to earlier? The topic was something called lead scoring, which I originally knew little about. After discussing the project with my client, I came up with a list of questions that the white paper could be built around.

About Eloqua

Founded in 1999, Eloqua provides the leading integrated demand-generation platform for marketers who must produce a

continuous flow of quality leads for a professional sales force. Eloqua accelerates the enterprise sales cycle, turning

customer acquisition into a measurable and repeatable process. With market-leading technology backed with expert

professional services, Eloqua automates best practices in demand generation for its customers internationally. Eloqua

Corporation, which received funding in 2005 from JMI Equity, is headquartered in Toronto with offices in Boston, San

Francisco and Austin.

Additional information about Eloqua is available at www.eloqua.com

or by calling 866-FAST-ROI (327-8764).


4 What is lead scoring?

4What problems does it solve?

4What are the benefits?

4How are leads scored?

4How does a lead scoring system work?

4What components of a lead scoring system can be automated using technology? What components still have to be handled manually?

4What are the steps to implementing a lead scoring system?

4How long does it take?

4How much does it cost?

4What are some examples of companies that make this work?

4What’s the next step?

Lead scoring may seem technical or obscure to you. But can you see how breaking the topic down into simple questions will help you understand and write about it? I simply emailed this list to my client. He added a couple more questions, consulted with others in his company and, within a couple of days, emailed the answers back to me.

The white paper practically wrote itself.

Even though I have written many White Papers for clients over the years, there are other experts who know much more than I do. And one of these is “That White Paper Guy” himself, Gordon Graham. Read his advice on what to avoid when crafting a white paper.


“11 Deadly Diseases Afflicting White Papers Today”

1. Boring title How will a white paper with a boring title ever stand out in a crowd? You’ve got to make it lively. Use numbers and action words. Pitch it to a specific job title. Suggest hat you have insider information. Add in some time-specific words like “now” or “today.” You can even combine all these tips to create a winning title like “Seven Things Every IT Director Must Know to Protect Your Network Today.” But don’t just slap an intriguing title on a tired document. Energize your white paper itself to deliver on the promise of its title.

Honestly, which white paper would YOU sooner read:

“Implications of business intelligence methodologies on

operational efficiencies” Or

“Six Things You Must Know about Data Warehousing”?

2. Obnoxious registration form Research shows clearly that the more questions you ask, the fewer people bother to register for your white paper. Can you imagine asking prospects their age, or the size of their budgets, or how soon they intend to spend it with you?! Yet many forms do.

For maximum downloads, ask as few question as possible. “Email” and “name” may well be enough to start. “Company” and “address” can come later. Are you actually planning to mail anyone anything? Then why do you need their address? Here’s a smart tradeoff: leave a few blanks in the screens for your CRM software, and get wider circulation of your white paper.

3. No executive summary at the startNot everyone has the time or inclination to read your entire document. Give them a one-page summary, and they may read that much. That’s a win-win situation. Not including an executive summary strikes me as


somewhat arrogant, as though you expect everyone else in the world to take the time to read through every page of your white paper to find out what it’s all about.

4. Too long for intended audienceIf your white paper doesn’t make the impression you want to make in the first two or three pages, it probably never will. For most busy business people, five paper is ample. Technical people can tolerate a longer white paper that offers lots of informative details. But if you go any longer than 12 or 15 pages, consider breaking up your document into two separate white papers.

5. Not enough, unclear, or unprofessional illustrations I believe that every white paper needs at least one diagram. Why? Even though I’m a writer, I realize nearly everyone understands pictures easier than words. But a picture is supposed to be better than 1,000 words, remember? So just like you plan to edit and polish your words, plan to edit and polish your graphics. Avoid cheesy clip art. Redo tired PowerPoint graphics. Simplify lines and boxes flying off in all directions. Test out your graphics on a few people in your target audience. If they don’t get it, go back to the drawing board. Or ask a professional artist to clean up your graphics for you.

6. Undefined terms and acronyms No one likes TLA that MTFD. In other words, no one likes Three Letter Acronyms that Make Them Feel Dumb. You don’t have to define terms like RAM or MPG if they’re well-known in your industry. You do need to define any company-specific terms or unusual acronyms that your audience may not know. Otherwise, you risk confusing and turning off a big chunk of your audience.

7. Sales pitch in disguise?! This is the single worst practice in white papers today. Executives from all the white paper syndication services agree that readers hate sales pitches when they’re not expecting them. A white paper is supposed to inform or enlighten a prospect by providing helpful, useful information. Jumping into a sales pitch too soon just irritates and turns off most prospects, maybe so badly they take your company right off their short


list of potential vendors. If you’re writing a brochure, call it a brochure: don’t you dare call it a white paper!

8. Too much hype, too little evidence Just because your founder or CEO says something is true won’t convince anyone else that it’s true. A white paper needs to build an open-and-shut case with concrete evidence: facts, figures, names, dates, and quotes from happy clients or industry experts. Without evidence, your argument is just hot air.

9. Poor flow of ideas or logic There are tried-and-true rhetorical methods for building your argument. Start with the familiar and link to the unfamiliar. Start with the past, describe the present and project into the future. Start with an overview and drill down to the details. Start at the beginning of a process and trace your way to the end. Whatever you do, find an appropriate logical structure and stick to it throughout your white paper. If you skip all over the subject with no overall design, how can your readers follow what you’re saying?

10. Unprofessional writing or editingI’d venture to say that the typical white paper available today is quite an amateur effort. It’s fine to write the first draft of your white paper yourself. But then, do yourself a favour. Find a professional writer or editor to polish up your text. They can be from your own company, or from an outside firm, whatever. If you don’t get your effort polished up, you risk publishing something that reflects poorly on your company. And won’t be nearly as persuasive for your prospects.

11. No action step at the endYou’ve taken your prospect by the hand and carefully led them through your entire white paper. Now, don’t just dump them! Tell them what they can do to find out more. Don’t make your white paper a one-shot deal. Build it into a multi-step marketing campaign that draws prospects into your sales funnel. Otherwise, you won’t likely earn a proper ROI on your white paper. It’s as simple as that.


I would add just one more deadly sin to Gordon Graham’s list. No case studies or real-world examples of success. Of course, that means you DO use success stories in your white paper if they’re available. They help put the often obscure concepts featured in a White Paper into perspective, and help the prospect to visualize the benefits. Success stories also help to build belief which is important because White Papers often talk about something new and unproven to the reader.

Great ideas of a real expert in this area. If you want to learn more about writing white papers, I suggest you visit Gordon’s website at ThatWhitePaperGuy.com. Another valuable resource is Michael Stelzner’s excellent book Writing White Papers.

http://www.thatwhitepaperguy.com


Taglines and SlogansThere’s no doubt about it. During your B2B copywriting career you are going to

be asked to come up with several taglines and slogans.

Tips for writing taglines and slogans have already been covered in Chapter 15 of Secrets of Writing High-Performance B2B Copy. But I’ve repeated them below for your convenience.

Step 1: Study the product description. Get clear about the key benefits, advantages over the competition, target audience, and the one thing that makes the product truly unique.

Step 2: Brainstorm a list of keywords and phrases that are related in any way to the product and its advantages. Don’t be judgmental. Don’t hold back. Write down every possibility that comes to mind. The longer the list, the better.

Step 3: Expand on the above list by using “word tools”. Dig out your dictionary, thesaurus, synonym finder, and rhyming dictionary. Use an unabridged dictionary, as the origin and history of a word can be a great source of ideas. Most of these reference books are available online, making searching and compiling results even faster.

Step 4: Play with all the words and phrases on your list. Move them around. Discover interesting ways you can put them together. Often, two seemingly unrelated phrases can be put together to make an effective tagline or slogan. For example, “Healthy lawns. Healthy families”, would make an ideal slogan for a lawncare company that uses only safe, chemical-free products.

Step 5: Create a list of your top twenty to thirty possibilities. Don’t worry if a potential slogan or tagline is not yet fully developed. You can polish it later.

Step 6: To narrow your list, focus on those candidates that represent benefits and results


for the target audience. For a courier service, for example, you would select those potential taglines and slogans that describe speed, accuracy, timeliness, and reliability.

Step 7: Get opinions. Circulate your list to friends and colleagues. Don’t explain anything. Don’t tell them your favorites. What you want to get is their reaction, not their opinion.

Step 8: By this step, you probably have several good candidates. Which ones are easier to say? Which ones linger in the mind? Which ones fit the personality of the product brand?

Once you’ve gone through this eight-step process, whittle your list down to ten possibilities. (Or whatever number you have agreed to submit to your client or boss.)

You can work through these steps on your own. But it’s far more effective to collaborate with others, such as a fellow copywriter or a designer you work with regularly. Chances are, they will come up with ideas and options that you would have never discovered on your own. Tagline and slogan development is one of those rare copywriting tasks where too many cooks in the kitchen is actually a good thing!


Copywriter’s RoughDo you need to care about visuals? After all, isn’t that the designer’s job?

It is, to a major extent. The design artist, design firm or ad agency is primarily responsible for things like graphics, artwork, copy placement, and other visual aspects of the marketing piece you’re helping to create. But that doesn’t get you off the hook completely. There may be circumstances when you need to think about visuals and communicate visual ideas effectively. You may:

n Come up with an idea for a visual or layout yourself.

n Need to collaborate with a designer and, therefore, send him or her suggestions for visuals.

n Receive a draft of the design for review and need to provide feedback on visuals. (Perhaps you’re concerned that your copy isn’t positioned effectively within the layout.)

The good news is, you don’t have to be an artist. (But if you are, that’s a bonus.) I can barely draw a realistic stickman! But, fortunately, I don’t have to. You just need to know how to communicate your visual ideas effectively. And often all that’s really required is a decent pencil scribble and some side notes.

Many copywriters, especially in direct marketing, prepare what is called a “Copywriter’s Rough”. This is usually a simple drawing — done on paper or on-screen — of how they visualize the layout and where their copy should be placed for best effect. It helps guide the designer in understanding how the writer is thinking visually.

Let’s say, for example, that you’re writing a brochure and dream up a diagram that will help explain an important concept. You can simply draw a rough sketch of the diagram with some notes explaining what you mean.

Some copywriters are better drawers than others. But it doesn’t really matter that much. In my experience, designers can accurately interpret even the crudest scribble. You can draw something as simple as a circle on the top corner of the page and put a note beside it that says, “A picture of a happy customer goes here.”

Sig Rosenblum, a master direct-marketing writer, sketches out a rough pencil sketch of his ideas and faxes it to his clients. Bob Bly uses the drawing tools in WORD so he can send his “roughs” to clients and designers electronically.


I prefer Bob’s approach. The drawing tools in WORD and other popular word processing programs are easy to learn and use. I also cheat buy rummaging through clip art files so I don’t have to draw anything too complex.

Here’s an example of a postcard I did recently. This was for a company that sells labeling machines and software for photo ID visitor badges

My Copywriter’s Rough:

The final design:


My rough sketch took me only a few minutes to complete. The image of the log book was from clip art. I just typed in “log book” in the Microsoft Clip Art web page and there it was.

But must you draw? No. You can just use your words to describe your visual ideas. At the appropriate place in your copy draft, for example, you can note your visual suggestion within the text. I like to do this in square brackets: [VISUAL: A bar graph of performance review results over last five years.]

It’s always a good idea to ask the client if you can review the design drafts. This gives you the opportunity to check that your copy is placed effectively and that everything works. Clients appreciate another expert set of eyes providing feedback on the design. And receiving the final design draft — usually sent to you electronically as a PDF (Portable Document Format) file — gives you an instant sample for your portfolio.

But be careful of building expectations. You don’t want your client to assume you handle graphic design or are in charge of “Art Directing” the piece. That’s why, in my price quotes and fee schedules, I include the following disclaimer.

If Steve has artwork or layout suggestions – and he usually does – he will send these to you in the form of a rough pencil sketch with detailed notes attached. However, this is done with the understanding that Steve is not a design artist nor does he offer graphic design services.


NOTES:

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