My first contact with a prospective client always fills my head with questions. Are they savvy marketers who need their work refined? Are they clueless? Are they trying to do their best in spite of restraints from upper management? The possibilities are many, and I’ve seen them all.
So I’m sharing this list with other B2B marketers who may want to review it and check out their own practices:
1. Selling the product and the company, not the call to action.
To maximize the response to a B2B content offer, Webinar invite, or any other free information designed to generate qualified leads, the copy message must sell the benefits of responding to the offer, not the company’s product.
2. Forgetting to tell prospects exactly what they should do.
B2B marketers should never assume the prospect/buyer/reader will know what they are to do. Testing has proven time and time again that, to get someone to respond, they must be told exactly what to do and when to do it — download now, call now, email now, click here now, etc.
3. Making the copy virtually unreadable by reversing it out of a dark background.
Copy is not a design element. Design should support the company graphic standards while making the message easy and inviting to read. Dark type on a light background is always the best.
4. Putting the company credentials ahead of the “what’s in it for me” copy. Putting the “we” ahead of the “you.”
I cringe when I see Web copy, emails or any other marketing materials opening with the word “we.” Prospects don’t care about the company behind the product or offer until they are in a purchase evaluation stage. In lead generation it’s OK to mention who the company is and include a brief statement of its expertise or focus, but that copy should appear after the offer and call to action have been made clear.
5. Using long, complex words and language thinking it makes the company appear sophisticated.
I addressed this issue in a previous blog and included the following paragraph that was shared on a blog by Peter Helmer. Basically, his advice is “Don’t write like this” and he’s right. “We provide CMOs with best-of-breed, next-generation, scalable solutions that optimize revenue and enhance customer value. We act as a change agent empowering a paradigm shift using a value-added synergistic approach that enables clients to take a deep dive.”
6. Promoting features, not benefits.
Working recently with a client on integrating direct mail best practices into a mailer, this discussion came up. For B2B marketers who want to educate product managers on this issue, here’s the classic example using a portable dishwasher.
Spec: Measures 12″ x 12″
Feature: Small size
Benefit: Fits anywhere
7. Using the same messaging regardless of the title or industry of the individual target.
Emails, Web site pages dedicated to specific titles or industries, or direct mailers segmented by title or industry — with copy focusing on those targets — consistently performs better than using a single generic message for everyone.
8. Saying too much.
When B2B marketers are offering a white paper download via an outbound marketing message, they should sell “what you’ll learn” and “what the content will help the reader do or understand” put in the call to action, then shut up. Many marketers I’ve worked with feel the need to go on and on about all of the elements connected to that issue. Determine if the information is really necessary to get a response. If not, leave it out.
9. Being dull.
Clients who present what they have to offer in a very straightforward, matter-of-fact manner are typically afraid that any other tone sounds too promotional. But if the messaging does not show any excitement or energy about the content or product being offered, how can the reader get excited about it?
10. Putting cute ahead of communication.
Being clever — getting prospects to smile when they read a B2B marketing communication — is not bad. Unfortunately, many times the move to be clever overpowers the communication. B2B marketers should be very sure to keep the tie-in to the theme or visual in marketing to a minimum so as not to overpower the purpose of the message.