Is your B2B copywriting laser focused on one big idea? Or, are your messages to potential clients a mishmash of several ideas in one place?
Trying to convey several ideas is one of the most deadly sins you can make on your website and in your marketing. But, chances are, it is exactly what you are doing…
How do I know? Because, most sites are guilty of it.
Now, that's not to say you don't want to give your potential clients all of the important information they need. In fact, the more benefits and information you can give in your B2B copywriting, the better.
But, every time you communicate with your audience, whether you are writing a:
- Sales Letter
- Landing Page
- Web Page
- Email / Auto-responder
- Radio / Television spot
You want that message to be conveying “One Big Idea”.
The minute you start cramming more than one idea into a marketing piece, you writing is losing impact.
In fact, I would go as far as saying this is one of the most important rules you will run into when writing business to business copy.
What is the Big Idea?
First, let me explain what I mean by the big idea.
Your big idea is the main promise that your copywriting piece is delivering on. This can be its biggest benefit. Or, it can be the overall biggest problem that your product or service solves. It is the main point that you are trying to drive at.
All of the features, benefits, testimonials, stories and points on your page have to support that one central idea. If they don't, and there is no way to spin them so they do, they belong in another page. Or article…. or email…
You get the idea.
The Big Idea in Practice
Let me give you a very quick example. Let's say your company sells 5 different mutual funds.
The proper approach here might seem obvious…
But what a lot of companies do is create a page listing all 5 mutual funds with a description of each… I see this mistake all the time.
A better approach is to have a single mutual fund page where the big idea is – “Our Company provides the most flexibility of different funds.”
You would then list the different mutual funds from the point of view of “look at how many mutual funds we sell.” You might give a brief description of each. But keep in mind the big idea, or selling point is “You have the widest variety”. You are NOT trying to sell each different mutual fund.
This is true for any marketing material… postcard… sales letter… flyer… whatever.
If this was a web page, you could have links to pages for each different type of mutual fund. And each of these pages would have one idea related to that fund.
An equivalent in the “offline” world would be a separate sales page for each fund; with each one focusing on a single idea.
In this article, the big idea was the “One Big Idea”. There are other considerations in B2B Copywriting, but this article focused on only that one.
Anytime you try to convey several different ideas into a single “message” the ideas are going to lose impact. By keeping a laser focus, you are driving that message down to the core.
Think about your own site right now. Is it full of pages that contain tons of different ideas? Or are they each focused on a single idea that is driving your prospects to action?
Because, if you don’t know beyond a shadow of a doubt, it could be killing your business. Or, at the very least, you might not be bringing in all the leads you could be.
The only way you can know for sure is by completing a thorough site audit, examining every page. You can complete this on your own. Or if you are unsure of where to start, we would be happy to help you out.
We can take a look at the main pages on your site and give you recommendations for improvements. Or, we can make those improvements for you.
Getting started is easy, just fill out the form below and someone will be in contact with you to get started immediately.