B2B Consultants: How to Get Trusted Results (from B2B Copywriters)

How B2B consultants work with B2B copywriters

❌  Old school:

Unpredictable writing systems cause rewrites, waste time, and create jargon.

✅  New school:

Predictable, real-time writing systems eliminate rewrites, remove jargon, and cut writing times up to 50%.

❌  Tedious, slow, unclear, surprises, low trust.

 Vs.

✅  Easier, faster, on brand, predictable, high trust.

Two systems. 

One choice for B2B consultants.

What’s your next move going to be?

► [B2B consultants, owners, founders, CEOs]

Don’t hire your copywriter . . .

Until you read this first. ⬇️

🔥 2 Steps to Land your Perfect B2B Copywriter (and Avoid Mismatches)

How do you know if a copywriter will be a good fit for you (and your company)? 🤔

At the beginning of my discovery form for prospects, I ask two questions:

1. Have you ever worked with copywriters before?

2. If so, how was your experience?

In the years I’ve been writing B2B marketing copy, I’ve run into many people who have experienced several issues when it comes to hiring writers.

This is a list of the most common copywriting issues prospects experienced.

Writers:

  • Gathered facts (but couldn't turn facts into stories)

  • Graduated summa cum laude and knew English well (but couldn’t tell a story)

  • Misunderstood the B2B space (so clients spent hours babysitting rewrites)

  • Missed deadlines (with no explanations)

  • Communicated poorly (because they need their “creative space”)

  • Used jargon (confusing people)

  • Took a consumer goods advertising approach (which fails to capture expertise and personality)

Ouch.

How can you avoid these problems when choosing your B2B copywriter?

► STEP 1

These two factors are THE most important points to engage in before hiring your copywriter.

1. Discovery form

2. In-depth phone call

The form, if written properly, will clarify your goals, needs, outcomes, and vision in detail.

The call personalizes the form. Each person can determine in greater depth if the fit is going to work or not.

► STEP 2

Consider using the following checklist to guide your decision making.

  • Hire writers with a proven record in:

  • Writing clear, concise, and compelling copy

  • Delivering on time and on budget

  • Collaborating in real-time to eliminate rewrites

  • Capturing your expertise and personality accurately

  • Using a predictable—and proven—writing system

  • Using professional proofreaders to ensure accuracy

💥 This checklist will reduce headaches later.

It will also help craft your projects in an efficient and effective way.

Add your own requirements for an even better fit. 👍

B2B CopywritingThomas Clifford