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B2B Marketing – Is Your Messaging As Versatile As Gary Oldman?

One of my favorite actors is Gary Oldman.  I saw him first as Sid Vicious in Sid and Nancy.  He’s played Lee Harvey Oswald, Beethoven, Mason Verger, and most recently as George Smiley in Tinker Tailor Soldier Spy.  He’s played good guys and bad guys, romantic leads and creeps.

Our messaging, as B2B marketers, needs to be every bit as versatile as Oldman’s roles.

Do you tend to write with a single voice?  What I run into most often is technical or clinical writing.  But in the real world, in the field, in the offices of our customers there’s a broad range of things going on:  frustration, chaos, stagnation, growth, loss, to name just a few.

As a professional services business owner, when in the field with customers and prospects, you’ve seen:  disaster, poor decisions, non-compliance and you’ve seen innovation, best practices, and great success.  When writing about different topics, give the topic the voice it deserves.

Also, think about titles that will appeal to the aspirations of your customers and prospects.  Some examples:

  • 3 Ways To Avoid Productivity Disasters
  • The Naked Truth About Successful Implementations
  • Four Simple Steps To Avoid Entropy And Grow Your Business
  • The 5 Weirdest Manual Processes We’ve Helped Companies Correct

Even though you may be talking about the same products and services, there is a multitude of ways to introduce and showcase your offerings.  Get creative and write about your products and services from different angles and perspectives.


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