Opinions, best practices and research into B2B marketing strategy and practices

Why bad English-language writing is bad for business

Disorganized English language letters - pink on a white background

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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Honesty and your Voice of Customer messages—can you go too far?

Those who’ve read our book, The Death of Propaganda, will know that we’re staunch advocates of honesty in advertising. Specifically, we advocate a more direct delivery of the facts, albeit in a helpful way, when it comes to talking about a company’s own products or those of its competitors. But how far can that honesty thing go? Continue reading

Writers are the new heroes of B2B

Whether the objective is clever headlines that hook the audience, or long copy that engages and informs the reader and gets them to take action, successful B2B marketers have always realized the importance of carefully crafted words and messages in their marketing plan. But compared to its more prestigious cousin “design”, writing has been an unsung hero. Continue reading