Finding Your Why
Demand generation is more than just paid ads or an over-engineered SEO strategy. The key is defining the user's problem and presenting your product as the solution. The challenge? Conveying this message effectively. That’s where copy becomes so important in crafting your narrative.
In just the last six months, we've delivered thousands of meticulously refined headlines to our clients, ensuring their brands resonate with their audiences. We understand that many B2B marketers are juggling multiple objectives and challenges, often placing brand copy on the back burner.
Our goal is to change that. We've developed a proven formula to help you create impactful, jargon-free copy. The new Vault Playbook will provide you with actionable tools and a framework to elevate your messaging and make your brand's voice stronger and clearer. It’s time you discover how you can transform your copy to better connect with your audience.
WHEN – July 25th, 2024 we released The Art of B2B Copywriting: a playbook for writing B2B brand campaign copy that's both focused and memorable. It explains elements of messaging that most marketers tend to ignore.
WHO – B2B brands who lack a distinct and cohesive identity and voice will use this to lay the groundwork for all copy that they write to give their brand a sense of direction and purpose.
WHAT – The brand promise is the emotional North Star that your customers can rally around. There isn't some complex formula or framework with bells and whistles. We break it down into a quick three step process that anyone can follow and understand. We don't use a ton of jargon. It's simple and understandable and digestible.
WHY – We want to equip B2B marketers with the know-how to write B2B brand copy that's focused, memorable, intentional, and that sticks while cutting through the noise. Finding the emotional core of your business is foundational to writing great brand messaging and copy.
WHERE – In the Vault, our learning and resource hub for B2B marketers. Filled with hours of content, GTM frameworks, and Demand Generation playbooks, join 5k+ users today!
Here’s an excerpt to get you started:
Chapter 1: Look Inward
The first step of finding your why is looking at your brand with fresh eyes, a fresh perspective. If you were just finding out about your brand for the first time, what are the initial bits of information you’d come across? Scour your archives for notable facts and figures. Dig deep by revisiting your company’s history, looking over previous marketing efforts for inspiration, and finding not only the most interesting but also the most relevant details about your business.
To illustrate this point, let’s use a fake brand as an example:
“Introducing DFNDR, a best-in-class cybersecurity platform. Founded in 2012 and with thousands of customers around the globe in various industries and of various sizes—from SMBs to multinational enterprises—DFNDR leverages zero trust principles to secure hundreds of billions of transactions daily and proactively keep businesses safe from even the newest and most sophisticated threats.”
Even with just this boilerplate language alone, there’s quite a bit we can gather and infer. Having been around for more than a decade, there’s an air of authority and experience. Additionally, the more technological callouts frame the brand as a seasoned expert and establish credibility. This is a perfect place to start.
Combined with other research, this gives us enough information to move into the next step—drilling down and actually writing some potential positioning statements to identify that singular brand promise.
For more inspiration, ideas or to book a strategy call, check out our Creative Gallery.
