Have you ever had to endure the company of a loud talker? You know – someone who, whether at the office or a dinner party, seems compelled to speak at high volume about themselves in an effort to appear important and worth listening to? If you’re not sure what I mean, check out the first thirty seconds of the Dinner Party bit by stand-up comedian Brian Regan. You’ll get the idea.
While a real-world loud talker can be piercingly annoying, B2B marketing materials that act like a loud talker can be seriously harmful to your business. Unfortunately for their sales (and reputations), many companies – even high profile ones – routinely publish “loud talking” Web site content, white papers, and product brochures.
One of the cardinal rules of creating effective B2B communications is to remember that it’s not all about you. In fact, it’s only marginally about you. Though the purpose of your materials may be to persuade the reader about the superiority of your product or service, it’s critically important that you use logic and empathy – not brute force.
Well-crafted B2B copy is the opposite of a loud talker – it’s that go to person in the office who is not only a great resource, but always seems to know the best solution for any given problem. This approach doesn’t shout at the reader, it speaks to him on his level, in his language, about things he cares about. It provides intrinsically valuable and objective information that helps him understand complex challenges and subtly provides viable, logical solutions.
Today’s buyers are savvier and have greater access to competitive information than ever before. They don’t want to be sold. They especially don’t want to be tricked into listening to a sales pitch. They want access to authentic and accurate information about the solutions to the problems they face each day. They want to be understood.
When creating marketing materials for your business, step number one is leaving your ego at the door. Step number two is working with a writer who understands the importance of writing for the reader and how to craft a document that will be effectively persuasive instead of loud talking.