#THE FINAL PIECES WOW HOW TO#
To have your burning B2B question naswered, just send us a voice memo at And if there are any other thoughts you’d like to share, you can find us on Twitter How to listen: Here’s where to find it all…Ġ:59 – Meet the hosts: David McGuire and Harendra KapurĢ:44 – Vikki Ross shares her favourite copywriting tipģ:39 – Radix founder Fiona Campbell-Howes asks this month’s question…ġ5:09 – Harry and David discuss …the Kama Sutra?Ģ1:08 – Four anonymous marketers share their pet copywriting hatesĢ9:58 – Ettie Bailey-King talks person-first and identity-first language All it takes is a little voice memo That can make or break relationships and have a wider business impact.” We’ve packed a lot into this episode. We can work on the actual copy that comes back, but the experience the interviewee has with the copywriter is not going to change.
“I’m putting you in the hands of a valued customer, whose business we really value,” Sally says. If the brief involves interviewing a customer or senior leader, the writer’s behaviour reflects strongly on the marketer. “Sometimes the answer is ‘No, that’s not relevant here,’ and sometimes it’s ‘Wow, brilliant connection I hadn’t thought of that myself.’ But as someone who’s doing the briefing, you’d much rather have someone ask that question than go to all the effort of creating a piece that misses the mark.” Brush up our soft skills Instead, a quick call or email can confirm you’re on the right track. But if you try to spring surprises on the marketer, that can be as bad as not listening in the first place. Often, a copywriter has creative ideas that go beyond the brief. But when it comes back, they’re not matching up.” Check our creative ideas “And you’re excitedly waiting for the piece because you’ve got a deadline. “The copywriter goes off and puts a load of effort in,” says Sally. But if it means you start to make assumptions about the brief, or you’re too keen to show off what you know, that can cause issues.
#THE FINAL PIECES WOW FULL#
Writers can often give marketers a frustrating time – and usually, it’s when we forget the basics: Actually listen to the customerĬopywriters are full of knowledge, enthusiasm, and good ideas – and usually that’s a good thing. But that doesn’t mean we can rest on our laurels. Let’s be clear: Sally considers copywriters to be “hugely, hugely valuable”. How can copywriters make life better for B2B marketers? You can read a full transcript of this episode at the bottom of this page.
And to help us navigate it all, we get fabulous insights and lots of laughs from our guest co-host Harendra “Harry” Kapur (whom you can also find on Twitter here).
#THE FINAL PIECES WOW PRO#
Plus, four anonymous B2B marketers each get their own personal copywriter gripes off their assorted chests.Īlso in this episode, Ettie Bailey-King joins us for the final instalment of her inclusive writing advice, and Vikki Ross shares a classic pro tip from copywriting legend David Abbott. And, as you’ll hear, she gave us a brilliant and unflinchingly honest answer. We put Fiona’s question to Sally Adam, Marketing Director at the cybersecurity company Sophos. But I’d be really intrigued to hear things from the client side: what do marketers find frustrating about writers that they work with? And what can we do to make things better for them?” “We hear lots on social media about what writers find frustrating about their clients. But here in the real world, there’s briefing to be done.Īnd in this episode we answer a question from freelance B2B writer (not to mention Radix founder, and original host of this here podcast) Fiona Campbell-Howes, about what happens when briefings go wrong: In an ideal world, a B2B copywriter can read your mind and conjure up the most perfect piece of content you could ever dream of.