Do You Have The Tough Tools To Tackle A Tough Job?
Your Job As a Marketing Professional
You do have a tough job, don’t you? As a marketing professional your boss and the sales force look to you to generate the leads to grow the business and increase its profitability. Not an easy job anytime but particularly difficult in today’s business environment. So you're under a lot of pressure to deliver.
Creating Marketing Materials for Your Company's Products or Services
Like all of us business marketing people, you probably use a variety of business-to-business (BtoB) marketing materials including cold calling scripts, direct mail, hard copy print and web content. Maybe you write or revise these materials yourself in addition to all of the other things your boss expects you to do. Or, you have a BtoB copywriter in house or at an agency do it for you.
If you have others do it, you need to find someone you believe can do it as well as you. That’s not easy. But, if it goes out under your name, shouldn’t it be the best reflection of you? Of course, it should. So, maybe you shuld just do it yourself. Which is fine if you have the time and the tools.
How I can Help?
I can't help you with the time but believe that I can help with the tools. Now I'm not trying to sell you any books or courses. However, as a freelance BtoB copywriter, I do have some resources that I have found helpful in my work. You may find them useful too. I call them my B2B Marketing Toolbox. Here it is:
B2B Marketing Toolbox
The following materials will give you a head start on creating copy that sells to Engineers, Architects, Programmers and Other Technical People. These materials are not necessarily the best and certainly not the only ones in this copywriting arena but I have found them to be very useful. Maybe you will too.
“The Buyer Sphere Project – How businesses buy from businesses in the digital marketplace,” by Gord Hotchkiss CEO Enquiro
“Influence – Science and Practice,” by Robert B. Cialdini, Pearson Education, Inc.
“The Business-to-Business Marketing Handbook,” by Bob Bly, Center for Technical Communication
“Marketing With Content – Using Free Information to Sell Business-to-Business Products and Services to Engineers, Programmers and Other Techies,” by Bob Bly, Center for Technical Communication
“Content Marketing for Engineers,” by Achinta Mitra, April 23, 2012 Industrial Marketing Today Blog
“Why Do Engineers Hate Marketing?” by Aidan Montague, Online Sales Manager Blog
“What Engineers Really Want: Selling and Serving Customers’ engineers is Different from Purchasing.” Anonymous – No Source
“How to Schmooze Propellerheads,” Geoffrey James, Money Watch, May 25, 2007
“Engineers Can Make the Best Salespeople,” DFW TechBiz, July 2001
“Six Things I Know For Sure About Marketing to Engineers,” by Bob Bly
“Smart Marketing for Engineers,” by Rebecca Geter & Wendy Covey trewmarketing.com/smartmarketing/, 2013
“10 Essential B2B Copywriting Tips,” by Brad Shorr, Marketing 9/26/2012