The Missing Ingredient in Your B2B Copywriting

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This is a podcast episode titled, The Missing Ingredient in Your B2B Copywriting. The summary for this episode is: Your job as a marketer is to paint a picture. Because your buyers – real people – are visual learners. And they need a little hand-holding to guide them to your desired outcome. But in B2B marketing you don't always have images or videos to show, so you have to do that with words. The key is to be as specific as possible in your copywriting. Want to know how to apply this to your next campaign? Listen to the full episode.

DG: Hey, it's DG. And I want to send you a ton of free marketing stuff, right to your door or your inbox, whatever you want. I'm serious, because look, we know how it is. One of my favorite things about doing marketing at Drift is that we are all marketers, just like you. So we're marketers doing marketing to marketers. It's crazy. And one thing we know that in the B2B world, there's so much content out there it can be hard to figure out what to read and who to trust if you're looking to grow your business. And so we put together something that I call the ultimate conversational marketing starter kit. We asked our top customers, literally turned to them and said," What resources would you give to somebody new to Drift and conversational marketing?" And we're packaging all of that up to send right to your door for the first time for free. So that means I will send you a copy of the book I wrote with my boss, our CEO David Cancel, on conversational marketing. This book was an instant number one new release on Amazon in three categories, and it's already sold 10,000 plus copies to date. I'll literally send you the actual 262 page hardcover book, right to your door. Also, we'll send you This Won't Scale, a digital copy of our very popular book, This Won't Scale, which is a book we wrote as a marketing team about how we do marketing at Drift. It's 110 pages. It's only been available as a hard copy, but we're making it available digitally for the first time as part of this offer. We'll also send you the Modern Marketers Playbook. You'll get a digital copy of our Modern Marketers Playbook, which is a guide we wrote with strategic insights from 35 of today's most influential marketing leaders from companies like Slack, LinkedIn, Octa, Vimeo, and more. We'll also give you the conversational marketing blueprint, which is the best next step after you read the conversational marketing book. And it gives you a step- by- step guide for implementing and optimizing conversational marketing for your business. And, it's not over, the conversational sales handbook. This is a guide you're going to need to give to your sales team to build your conversational sales strategy, AKA what you do after you take everything you've learned in the book and the blueprint. All you have to do is visit drift. com/ starter and grab all this stuff right now. That's starter, S- T- A- R- T- E- R. I tried to have no Boston accent on that. Drift. com/ starter, we'll send everything right to your door, or we'll literally just send an email if you prefer that, okay? Drift. com/ starter, and I will see you, hopefully there. Hey, what's up everybody? I'm back with another episode of the Swipe file. This is the first episode that I've recorded in about eight weeks. I'm back. I was on paternity and sabbatical here at Drift. My son was born in June, which is amazing. I could do a whole podcast on that, but you're here for marketing. So I'm excited because while I've been out, I've been like wanting to get back into this podcast so bad. So I'm super excited to be back in the office. And my promise is that I'm going to ramp up the episodes. I think people want more content. I want to produce more content. And so my goal is to bring you this Swipe file three, four, five, six, seven, 10 times a week, however it takes. And mixing conversations, interviews, rants, whatever. But I'm super excited to be back here. And I've thought a lot about marketing while I was out. Just because this is what I love doing. Like I love, I love marketing and I couldn't not think about it. But I had this crazy kind of habit thing where like I really did want to unplug from Drift and from email and Alack and just to be present with my family. But also because it's a slippery slope for me. Like I know that if I see an email and it's something that I want to work on, like I can't not respond to it. So it was just easier for me to just be fully unplugged. And so what I did is I kept this notebook. I have this Drift notebook that I have. And every time I had a thought, like an email I wanted to send, an idea for a campaign, a headline, a hook, an offer, whatever, an event we should do. I just put it on a post- it note and put it in a notebook of mine that I have. And so that way, like that helped me get all those thoughts out of my head, gave me the confidence that like, oh, I won't forget them. And then it's funny, because after eight weeks I'm now looking at that notebook and I'm like, I actually haven't forgotten any of these ideas and now I just want to go do them all. And so it's funny how sometimes writing things down, I think I said this on LinkedIn or something, sometimes like writing things down gets it out of your head, even though you don't ever reference the notes, it just like cements it in your brain. So that was a little tip for me. I'd be interested to know if you have any tips for unplugging. That was the longest I've ever been out, and it was great. We got some amazing time with the family. Our family went from three people to four people. Two kids is so much different than one. If you have kids, you know what I'm talking about. Everybody told me before I had any kids, they're like, oh just wait till you have kids. Now that we had one, everyone was like just wait until two. Two is so much harder in a different way. It's easier and it's harder. It's easier in the sense of like, you're used to being tired, it's not as scary. But it's harder having a, we have a toddler and a newborn, which is a lot of work. So I'm back and we're talking marketing. And the thing that I want to talk about today is one of the best copywriting, and really just overall marketing, one of the most like overall marketing lessons that I've learned over the last couple of years and put it into practice myself. And it all is about being specific, right? If you want to write better ads, better headlines, better email copy, the best thing you can do is to be more specific. I think so many marketers that I see today just write very generic copy. And it's always when somebody writes very specific copy that really gets your attention. Like here's an example that I'm going to use, and I'll explain a little bit. I was on Instagram and I click on this ad for a pair of shorts. And I go to the page. I go to the like, the checkout page. And their return policy, most companies have a return policy that says like, you can return unworn items within 30 days. But let's be honest, everybody kind of like, you wear something and you still try to return it anyway. That's what normal people do. So this company on their page with the shorts, they actually wrote that in the copy. And the copy says we have a 30 day return policy for unworn, wink wink, shorts. It's okay if you've probably put it on once or twice, we won't tell anyone. We know, we do the same thing too. That got be so much better. And so I love taking stuff like that and just really trying to be more specific. So I might take a V1 of something or take something somebody else wrote and try to like make it even more specific. So I'll give you an example from a supplement that I take. It's called Athletic Greens, not to plug them. They sent me some stuff though, so it's worth plugging them. It's a vitamin that I take. It's like a little drink you take in the morning. And their website they promote it as an all in one supplement. But to be honest, the reason I use athletic greens is because it's like this little, you make like a five, 10 ounce drink and you get the equivalent of like 75 fruits and vegetables servings in a day. And so in 10 ounces, I ate the equivalent of like 10 heads of lettuce, which I now don't have to go eat or drink in a gross tasting smoothie. So in that example, instead of promoting athletic greens, as the all- in- one supplement, I would say something like it's like getting 75 servings of fruit and vegetables in a 10 ounce class that you can drink in 30 seconds before breakfast, right? Do you see how specific that is? In a Drift Insider class that I taught, I talked about copy. And when I talk about copywriting I use this example of there's a book called Cashvertising. And in that book they use an example of like being specific and ice cream, right? Which one sounds better to you if you're trying to sell ice cream? Get two heaps of our mint chocolate chip ice cream in a dish, right? Or get too warm heaps of mint chocolate chip ice cream covered in chocolate fudge and whipped cream and two fresh cherries with a banana on the side. That's going to make your mouth water, right? That copy is already getting you to think and make your mouth water. So I think the more you can be specific, the reason this works so well is because your job as a marketer is to paint a picture. You want to paint a visual, right? People are all visual learners. And so if you're a marketer, you don't always have visuals. You don't always have video or images to show somebody. And so you have to do that with words. And the way that you paint a picture with words is to be very specific. That's going to paint a visual picture, right? When I talked about that ice cream, you thought about it in your head. When I talked about seventy-five fruits and vegetables, you probably thought of literally a counter full of fruits and vegetables. So your job is to paint a picture. Not because people are going to just remember it more, but because marketing is hard. You have to hold somebody's hand, right? You ever watch people in public places getting off an airplane, getting through security, whatever, right? Everybody, as smart as people are and can be, they get dumb and very like, obvious scenarios sometimes. So as a marketer, you have to understand that. I do it too. Like I'm an idiot, I don't listen to instruction. So you have to hold my hand if you're trying to get me to buy something. And so the magic in B2B copywriting, or any copywriting, is to hold somebody's hand and use very visual, specific words to guide people through the process and paint a visual picture in their mind. So what I want you to do is take this thing and take this concept and try to apply it to your next add, your next blog article, your next headline, your next webinar, your next webinar invite email, your next event. Whatever you can do, be more specific. And I promise you, you're going to start to write better copy because you're going to be able to start to paint a visual picture in somebody's head. So that's my little rant on copywriting today. I hope you like it. Tweet at me at Dave Gearhart. Let me know if this copywriting tip has worked for you or if you have anything else you want to add, all right? I'll see you on the next episode of the Swipe file. Hey, thanks for listening to another episode of the Swipe file. I'm having a lot of fun doing this podcast. And so, because it's fun for me, I hope it's fun for you. And it would mean the world if you could leave a review. Reviews really help. And so go leave a review, go to Apple podcast, leave reviews. Let me know what you liked about the show, didn't like, want to hear more of. And also, if you're not already subscribed, make sure you go subscribe on Apple podcasts, Spotify, this show is everywhere that you get your podcasts, probably where you're listening right now. But if you want more content like this, if you want to go a layer deeper, join me on Drift Insider. It's drift. com/ insider. We're teaching courses, we're sharing videos, and we have exclusive content for people just like you in marketing that we do not share publicly. So go and check it out. drift. com/ insider.


Your job as a marketer is to paint a picture. Because your buyers – real people – are visual learners. And they need a little hand-holding to guide them to your desired outcome. But in B2B marketing you don't always have images or videos to show, so you have to do that with words. The key is to be as specific as possible in your copywriting. Want to know how to apply this to your next campaign? Listen to the full episode.