How to Hit the Sweet Spot in Your B2B Copy

In 1972, Southwest Airlines hit stormy financial times.

The company knew that the longer a plane sits on the ground, the more money it will lose.

The company also knew that if it prepared an airplane for the next flight in 10 minutes (instead of the standard 60 minutes), it could turn around its financial situation.

Enter Bill Franklin

Bill took over the turnaround initiative.

He threatened to fire employees if they couldn’t figure out how to reduce their turnaround times.

Employees pooled their talent and performed tasks they usually didn’t perform, just to meet the new deadline.

The result?

Employees went beyond the call of duty and set a new industry turnaround record—25 minutes.

The shortened time saved the company from collapsing while delighting customers with more flying times to choose from.

Southwest Airlines hit its sweet spot

When writing B2B copy, you can hit your sweet spot, too.

How can you tell?

If the copy is too informational, it runs the risk of being boring.

If it’s too salesy, it runs the risk of being a turnoff.

But if the copy has just the right blend of information and sales to attract, engage, and convert customers . . .

And is customer focused.

Then you’ve hit the sweet spot.