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E-Book Testimonials

"Thomas Clifford has made something useful here. This report will give you some really catchy, useful ideas.

It made me reconsider how I do what I do, so you might give it a look-see, too!" 

Chris Brogan, President, Human Business Works 

"Tom Clifford is by trade a filmmaker. For most of his life, he rarely wrote anything longer than a brief comment in the margin of a script. 

Now, though, he's producing tens of thousands of words a year, first as a Fast Company "Expert Blogger," and then as a writer for the Content Marketing Institute. 

How did Tom go from a non-writer to a prolific and much-read one? His eBook, '5 (Ridiculously Simple) Ways . . . , ' holds some of his secrets."

Mark Levy, Author of "Accidental Genius: Using Writing to Generate your Best Ideas, Insight, and Content"

“Tom is one of the nicest people you’ll ever meet—if you have the privilege to meet him. And he does sterling work as well. But don’t just take my word for it.

Read this free report and you’ll not just love its tone and content, but learn a lot as well.”

Sean D’Souza, Psychotactics.com

“Anyone who wants to improve their writing needs this e-book. A lot of ebooks are short because they just don’t have much substance to offer. They’re not worth your time (and so are many of the long ones, too, for that matter). Tom’s is short because he’s so good at giving you only what you need to know. 

‘5 (Ridiculously Simple) Ways to Write Faster, Better, Easier’ lives up to its promise by example as well as in the words themselves. Tom used the very same techniques he teaches you to write this book. 

And what’s in here is not just a rehash of the same tired ideas you find coming from people who have suddenly fancied themselves as writing gurus. There are tricks in here I never heard of (like the Writing Funnel) and some I had forgotten about and was glad to be reminded of (like Sporadic Writing).” 

Michael Martine, Blog Alchemist, Remarkablogger.com 

« Content Expert Interviews: A Time-Saving Writing System for Busy B2B Marketers (Part 1) | Main | Blog Post Writing: How to Create Consistent Content (in six easy steps) »

5 Persuasive Copywriting Ingredients (Often Missing in B2B Copy)

Over the years, two pillars have served marketing writers well: features and benefits.

They have become the building blocks for B2B, and deservedly so—they do a lot of heavy lifting for marketers.

But features and benefits are just two out of more than a dozen copywriting ingredients available for marketers and writers to choose from. Why not tap into the other copywriting ingredients and put them to use?

By using a few (often missing) persuasive ingredients in B2B marketing copy, you can increase engagement levels with your audience.

Mix and match different techniques to see what works best for you.

Tip #1: Write benefit-driven headlines

When writing headlines, focus on the benefits an audience receives from your ideas. “How to Speed Up Your Blog Post Writing (by 60 Percent)” tells the audience exactly how they will benefit from your idea. “Time to Get Moving” doesn’t tell your audience a thing; it leaves them guessing what you’re going to say. B2B folks are too busy to decipher whether or not a message is relevant to them.

Tip #2: Demonstrate empathy

Instead of introducing your solution right away, consider starting the copy with the problem your audience is facing. Create empathy by demonstrating that you understand the particular problem. Talk about the consequences of the problem and how it affects them. Create context and empathy first—before rolling out your specific solution.

Tip #3: Spotlight your testimonials

Are you using testimonials in your copy? Consider adding a mini-headline above the testimonial. Use a different color and a different font from what’s used in the main copy. Bold the headline too. These three small changes will help give your testimonials the attention they deserve.

Tip #4: Raise and overturn objections

Most prospects and customers have objections when buying something or receiving free content. Instead of ignoring these objections, use them to your advantage. Include an objection or two in your copy and then overturn each one by using testimonials, endorsements, awards, statistics, etc. You’ll be a step closer to moving the prospect along in your sales cycle.

Tip #5: Write persuasive calls to action

Many calls to action provide a phone number or email address and nothing more. Take your call to action a step further. Tell your audience why your offer is valuable. Then walk them through the call to action by describing the offer, listing the benefits, and outlining what the prospect has to do to receive the offer. Adding a persuasive call to action on each page is another simple (and easy) way to boost engagement with prospects and customers.

Did you find these tips helpful?

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When you subscribe for future blog updates, you’ll receive a professionally produced and designed e-book that will help you write faster, better and easier. The strategies in the e-book will help you overcome five common writing challenges:

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I just finished writing a three four-part blog series on how to plan, prepare and direct content expert interviews. It's a simplified version of my current copywriting system based on 1,500 content expert interviews. Stay tuned.

Here's what you'll learn in the series:
Part 1:How to capture content you need from a subject matter expert by planning and developing a system.
Part 2: The two important steps to take when preparing the interview (with two interview checklists included).
Part 3: A simple (but powerful) strategy to direct the interviewee to give customer-focused answers.

Written by ThomasCliffordB2BCopywriter Google+ profile


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"Thomas Clifford has made something useful here. This report will give you some really catchy, useful ideas. It made me reconsider how I do what I do, so you might give it a look-see too!"
— Chris Brogan, President, Human Business Works

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