This interview has been abridged with the author’s permission from Mac McIntosh’s Sales Lead Insight™ blog.
Miller McMillan is a copywriter who worked on high-profile accounts at ad agencies in Atlanta and Boston before establishing his copywriting boutique agency in Los Angeles. Miller has worked with such clients as CNN, Hughes, Nestlé, Avery and Microsoft. His copywriting capabilities include websites, direct mail, email, ad campaigns, brochures, slogans, and names.
What are some of the secrets to success regarding B2B copywriting?
It’s really critical to understand the prospect’s needs and challenges—almost like a psychologist. Then the challenge is to deliver bite-sized information that answers questions and builds confidence, moving the prospect toward action. Benefits are everything. We can talk all day about features and still not capture and cultivate leads. We need to quickly communicate how our product or service meets a need, solves a problem and helps an organization move forward.
Today our copy talks to search engines as well as human beings, so we need to address the interests of both. Ideally, well-written copy puts keywords in the right places without a lot of conscious thought. But we can do more to optimize our writing by following the evolving guidelines for SEO writing.
What must a good copywriter do to avoid the mistakes you see others making?
Write less and say more. Wordy copy is a turnoff. The challenge is to be concise yet complete.
Love subheads. Ideally the reader can skim through a document or web page—reading only the subheads—and get a good idea of what’s being offered. Pages with lots of uninterrupted text are not likely to be read.
Ask early and often. I see a lot of writing in which the call to action is hard to find. Big mistake. The copywriter needs to give the reader many opportunities to call, email or take other action. The skilled writer makes generous use of “exit ramps” to steer traffic to the next destination.
In fact, it’s good to have jumping-off points on virtually every spread of a brochure and every page of a website or direct mail piece. Phone numbers, email links, and buttons are powerful assets to accelerate the selling process.
Be honest, avoid vagueness. It’s so important to tell the truth and not mislead with copy. Buyers have keen radar and know instinctively whether they are experiencing a credible message.
Pay attention to design. Although often overlooked, great design provides a platform that supports the copywriting message, giving it credibility, appeal and a better chance for success.
Can a copywriter be a generalist and still be effective, writing everything from lead generation copy to search-optimized web page copy to content such as case studies, white papers and how-to guides?
That’s a great question. Sometimes a marketer may want a copywriter who writes how-to guides every day, or whose middle initials are S.E.O. In other cases, a fresh approach from a highly versatile writer who “gets it” may be helpful.
When I think “generalist,” I think “versatile.” There are copywriters who have an excellent grasp of many product categories, media and techniques—and who offer an array of writing styles to match the specific marketing challenge.
One of the little-known facts about copywriting is that a truly skilled copywriter has an ability to learn very quickly—and a great capacity to capture what is relevant and communicate it effectively across a variety of platforms.
Are there any final thoughts you want to share with our readers?
Technology is great, but, ultimately, human minds and hearts make purchase decisions. Use SEO and other techniques to stand out, but remember the importance of the human connection. Make sure your copywriting is concise, engaging, honest and likable.
Mac McIntosh is a B2B lead generation and marketing consultant who helps companies generate more leads and close more sales using the latest strategies, tactics, technology and media.
