Comments on: Once upon a time in B2B marketing http://www.chooseamc.com/2009/05/once-upon-a-time-in-b2b-marketing/ Wed, 25 Aug 2010 12:27:20 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Marty Weil http://www.chooseamc.com/2009/05/once-upon-a-time-in-b2b-marketing/comment-page-1/#comment-31 Marty Weil Tue, 26 May 2009 16:47:32 +0000 http://www.chooseamc.com/wordpress/?p=148#comment-31 Over the past several years of my B2B freelance writing career, I've been treading a middle path--between the "old" and "new"--that serves the marketing manager's needs while at the same time makes the copy fresh and enjoyable for the reader. The key is telling a compelling story using the facts at hand. If it's a dry topic, and many are within B2B, I'll add anecdotal content that drives home the marketing points while adding human interest. My clients find this just the right balance between dry copy and something that's better left to creative non-fiction writers. Over the past several years of my B2B freelance writing career, I’ve been treading a middle path–between the “old” and “new”–that serves the marketing manager’s needs while at the same time makes the copy fresh and enjoyable for the reader. The key is telling a compelling story using the facts at hand. If it’s a dry topic, and many are within B2B, I’ll add anecdotal content that drives home the marketing points while adding human interest. My clients find this just the right balance between dry copy and something that’s better left to creative non-fiction writers.

]]> By: Jim Logan http://www.chooseamc.com/2009/05/once-upon-a-time-in-b2b-marketing/comment-page-1/#comment-29 Jim Logan Fri, 22 May 2009 13:43:29 +0000 http://www.chooseamc.com/wordpress/?p=148#comment-29 Hi Terri! Great post and ideas to humanize copy. I agree wholeheartedly, B2B copy is too dry and "just the facts ma'am" oriented. Especially when engaged in target marketing -- make it personal -- tell a story! Not only are stories more fun to read, they're easier to remember and tell others. Hi Terri! Great post and ideas to humanize copy. I agree wholeheartedly, B2B copy is too dry and “just the facts ma’am” oriented. Especially when engaged in target marketing — make it personal — tell a story!

Not only are stories more fun to read, they’re easier to remember and tell others.

]]> By: Stephanie Tilton http://www.chooseamc.com/2009/05/once-upon-a-time-in-b2b-marketing/comment-page-1/#comment-30 Stephanie Tilton Thu, 21 May 2009 18:20:06 +0000 http://www.chooseamc.com/wordpress/?p=148#comment-30 Terri, You're definitely treading on new ground but I love the idea! As long as the wording conveys the key messages, why not jazz it up? Perhaps we B2B marketing writers could start presenting our clients with an alternative draft that follows this new, personal direction. I'll let you know how my clients respond. Best, Stephanie Terri,
You’re definitely treading on new ground but I love the idea! As long as the wording conveys the key messages, why not jazz it up? Perhaps we B2B marketing writers could start presenting our clients with an alternative draft that follows this new, personal direction. I’ll let you know how my clients respond.

Best,
Stephanie

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