How B2B Marketers Restore Balance in Their Copywriting (the Old-Fashioned Way)

In 1926, wolves disappeared from Yellowstone National Park.

Then, in 1995, packs of gray wolves were reintroduced into Lamar Valley.

This reintroduction had a complex impact on the park’s biodiversity.

The wolves preyed on the elk population.

Fewer elk roaming around resulted in more new plant growth as the aspen and willow trees increased in population.

More trees meant different bird species started arriving, as did beavers and otters.

This resulted in new vegetation.

As erosion decreased and the riverbanks stabilized, running waterways changed their course.

Nature has a unique way of restoring balance in an old-fashioned way—by letting prey and predator co-exist

As B2B marketers, we too can restore balance in our copy the old-fashioned way—by letting persuasion and information co-exist.

Too much information is boring.

Too much persuasion is unbelievable.

But how do we achieve that balance?

By using content on a sliding scale.

Is it intended to raise awareness of a product? If so, more information than persuasion is needed.

Is it to sell a product? If so, more persuasion than information is needed.

Are you balancing your writing the old-fashioned way?