- Client: Total Lawn Care/HDCo
- Media Type: B2B Print Ad - B2B Copywriting - Commercial Landscaping
- Client: Advantage Integrated Solutions
- Media Type: B2B Branding Brochure - Technology & Software Consulting Services
(If these portfolio samples don’t do the trick, I’m happy to make you a custom packet. Just give me a ring or buzz or whistle or more cow bell, if that’s your thing.)
That a B2B copywriter or B2B brand marketing consultant should be wired for business development would seem to be obvious to the point of stupidity. But here’s the thing: most aren’t. Especially in smaller business environments (though this is also true at even the highest levels of agency service), there seems to be more focus on the creation of “ad product” than delivering a genuine business-building service. Success comes from new understandings and new insights as to how to position the company for maximum resonance and optimum long-term ROI. In larger marketing environments, the challenge is often in translating the CMO’s core company values into flavorful communications that begin to tap into the company’s experiential benefits.
If your B2B copywriter and B2B brand marketing consultant doesn’t get business-to-business communications are really business-to-person communications, you’re simply not resonating as well as you could be. What 98% of businesses need is a marketing partner on the creative side, someone who can keep up with the founder/owner, the marketing director or CEO when it comes to looking at the entirety of the business and come to some solid conclusions about what we need to be saying right now, today, to this market. Then, once we’ve really tied up the brief, we have a tighter strike zone with which we can throw (and evaluate) our creative pitch. Now, the real fun begins. We all know exactly why “more like yesterday” will do us more harm than good, and why “more like tomorrow” will open our eyes to a whole new way of seeing the company and our custom business-to-business marketing truths.
It’s not whim or creative vanity. It’s not about keeping up with Joneses, Inc. It’s about widening the competitive moat while creating greater target understanding, interest and excitement. Up your alley? Call me: 310.826.8518. Because, in my opinion, that’s precisely what it means to be a B2B copywriter and B2B brand consultant.
McKinsey published an excellent report in 2013 on business-to-business brand messaging: http://www.mckinsey.com/insights/marketing_sales/how_b2b_companies_talk_past_their_customers
Prior to this, they also published this milestone work that encourage business-to-business marketers to stop thinking of branding as only a consumer thing: http://www.mckinseyonmarketingandsales.com/business-branding