What do you do when a client sends back the print advertisement they’d asked for with the words: “This ad is too good. Please reduce its selling power”? Being asked to turn down the volume like this doesn’t happen often. In fact, it’s only happened once in my 20-year career.
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Customers and potential customers judge you and your company by the content you produce – and if you’re marketing to an international audience with poorly-written English-language material, you can expect to be judged harshly. In an era of ever-increasing concern about fraud and personal data safety, badly written content could be scaring away even more potential customers – and making you look like a twit.
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If you’re looking to hire a B2B content copywriter – or you’d like to become one, this post is the perfect place to start.
Shifting the perspective of your communications and taking on the role of an industry advocate can bring many benefits for your company. Offering customers valuable, objective advice on your industry can boost your credibility, website traffic, social media engagement – and give you better sales leads.
Many companies are still reeling from the tightened requirements for subscriber consent in marketing. The turbulence that accompanied the full implementation of GDPR has prompted some less-than-ethical marketers to devise creative ways to prevent users from opting out or unsubscribing. The assumption being that un-willing subscribers are better than reduced list sizes.
But making it simple to leave is part of the equation for convincing people to stay.
I doubt that anyone outside of Canada recognizes the slogan ‘We the North’ or thinks that it has any particular marketing magic. But for millions of Canadians it resonates deeply and spurs them to open their hearts and wallets – proof that local know-how matters in marketing.
Have you heard the saying, “Build a better mousetrap, and the world will beat a path to your door”? The theory is that all you need to do is produce something innovative and people will come running to buy it. But that’s simply not true – as many businesses know.
In fact, there are over 5,000 patents registered for mousetrap designs – and lots more that don’t get registered for one reason or another. To become a success, your innovation needs a powerful, well-structured story – what we call a “strategic narrative” – and the exact same goes for sustainability innovations, too.
Monitor Deloitte’s Camilla Marie Thiele shares her perspective on why business innovation is important for the sustainability agenda and how storytelling can inspire other companies to follow.
The SDG Accelerator programme supports small- to medium-sized Danish companies in creating new solutions to positively impact the Sustainable Development Goals (SDGs). Continue reading
The starting point for many of cylindr BBN’s engagements with its B2B clients is often the construction of a ‘strategic narrative’. And over the past year or two, it seems that these two words have become a hot topic – almost as much of a must-have as the better known concept of a ‘value proposition’. But what exactly is a strategic narrative? And why is it now perhaps the most important element of a B2B branding strategy? Continue reading