Now, let’s consider the modern buyer in a B2B context.

Today’s buyers are more informed than ever; they often prefer gathering information independently before engaging with a brand. Many avoid filling out forms or interacting with chatbots because they fear being bombarded with sales pitches before they’re ready to decide. This behavior highlights a critical shift in how buyers approach their purchasing decisions.

Connecting by Understanding

To connect effectively with these consumers, businesses must first grasp what drives them. What challenges do they face? What solutions are they seeking? By addressing these questions, organizations can tailor their offerings and messaging to resonate with their audience.

Creating Valuable Content

Once a company understands its audience, it’s essential to create content that genuinely addresses their needs. This means shifting from product-focused messaging to narratives that highlight the value of the solutions offered. High-quality content—whether blogs, videos, or case studies—should aim to inform and empower potential customers.

When businesses provide valuable insights that empower their audience to overcome hurdles, they build trust and establish credibility. This value exchange is crucial; before prospects share their information or engage further, they need to see that it’s worth their while.

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AI has the potential to provide amazing benefits. It can optimize business processes 100x, or it can be used to create volumes of crappy emails, it’s all about application.

My review of Google NotebookLM.

Still in it’s experimental phase, it’s catching attention because of the “Diving Deep” AI podcast hosts, which is insanely good in many respects.

Here’s an example of it trained on our own content at GTM Pipeline.

At first glance, you’re like wow! This is amazing, I was able to have this AI train on my content and discuss it as a podcast, how great.

The problem is, the content doesn’t really provide any value to the listener. I think the challenge I have with some of the tools that are aimed at content marketing is they’re great at creating mountains of soulless content at scale.

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Whether it’s writing a compelling resume to get that dream job, an email that wins a large client or crafting messaging that converts website visitors into customers, using the right words can change your life.

While I write a lot about subjects that are important to me, it’s not often that I write about writing, something that I’ve been doing for most of my life.

In my twenties, I starting writing a blog after I built my first computer in 1995. It helped me land my first “real job” working for an internet start-up.

I was the young kid, in the presence of HTML coders, marketers and salespeople. It was there that I learned the art and science of copywriting, crafting words that move people to take action.

At the time, the internet was an alien concept to a lot of people, so potential customers needed to “envision” themselves doing business online to acquire new customers outside their brick and mortar stores.

Copy and Your Unique Selling Proposition

Today, I’m convinced that when writing copy for a product, it falls flat unless you’re passionate about the product you’re writing about.

To be passionate about your product, you must believe in the product. To believe in the product, you need to know how it provides value to the people using it.

This is a challenge for those without real world experience. So, it might require you to step out of your comfort zone, by using the product, and meeting with prospective customers, to understand your unique selling proposition (USP).

There’s really no way to effectively position a brand that can’t explain why someone should buy their products over competitors.

→ For example our USP is:

Our customer facing experience in security and technology allows us to create go-to-market programs that drive maximum impact for our clients.

It’s simple, but demonstrates why our target market should consider us over others.

What Prevents Organic Ranking?

In order to rank organically, your content needs to keep readers engaged and on the page, below are just a few reasons that prevent a website from ranking.

1. Content is keyword salad nonsense.

2. Search intent mismatch.

3. Zero topic authority.

4. Content is too short or too long.

5. Frequency of posting content.

6. Volume of overall content.

7. Lack of proper linking.

8. AI copy and paste content.

9. No Call to Action.

10. Mostly company updates.

These are all very common issues that require an overall SEO strategy. While the structure of your website, speed and overall authority are often talked about by SEO experts, the biggest contributor to ranking boils down to writing good copy.

Copy That Drives Organic Search

Unlike Pay-Per-Click (PPC) ad traffic that requires an ongoing investment to maintain visibility, organically ranked content can generate free traffic longterm.

Who doesn’t prefer free traffic?

As an example, we recently modified our own SEO strategy to include “inside sales outsourcing”, since the primary role of an inside salesperson encompasses the specialized inside roles of sales development representatives, business development representatives and channel development representatives.

Here’s where wavereps.com ranks today.

In order to organically rank in search, you’ll need to write new copy that’s enjoyable to read on the topic you want to rank for.

Contact me here if you need copywriting assistance for your company.

What Makes Copy Great?

When it comes to creating copy that engages and motivates your reader, it’s important to write from your customers perspective. This is why I’m obsessed on customer centric go-to-market strategies that build relationships.

This McDonalds advertisement successfully connects satisfying their customers hunger, while keeping them rested and safe on a long drive. Ineffective copy aims at selling the customer “buy our hamburgers and fries for $4.99”, versus establishing a connection with them.

Everything is Writing

When most people think of copy, they assume advertisements, but it encompasses everything that we read, here are some examples.

• Video Scripts: Creating engaging videos starts with writing a good script that makes an impact on the intended audience.

• Website Copy: Content needs more than relevant keywords to rank, it requires copy that informs and guides visitors to an intended outcome.

• Newsletters: Delivering value to your prospective customers.

• Articles: Copy that not only delivers value, but incorporates the right elements for search, so your intended audience can find you.

• Social Media Marketing: Good copy needs to show how your solutions are relevant to your target audience, while fostering positive brand interactions.

• Customer Testimonials and Case Studies: Your best content needs to be well written so that your success stories build trust and credibility with potential leads.

• Paid Ads: Copy that converts casual readers into leads.

You can read more about SEO here.

Check out this article that details the advantages of inbound marketing and the various strategies needed for SEO.

Next time, I’ll break down on-page versus off-page to demonstrate how your SEO strategy goes well beyond just your website, it touches anything that drives traffic.

Need help with SEO, and copywriting? You can reach me here.

Capturing and holding attention is a constant battle. Information is readily available at our fingertips, and consumers are bombarded with content from all sides. This has led to the rise of the (Too Long Didn't Read) TLDR culture, where people are more likely to skim through information than engage with it deeply.

This shift in consumer behavior presents a significant challenge for businesses.

Traditional marketing tactics like lengthy white papers and dense blog posts are no longer as effective as they once were. In this environment, businesses need to find new ways to cut through the noise and stand out.

One powerful solution is video marketing.

73% of people say they would rather learn about a product or service by watching a video than reading text. (HubSpot, 2023) This statistic alone speaks volumes about the growing importance of video in the buyer journey.

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Buyer-Centric Journeys

Today, buyers are more informed than ever, and prefer to lurk and learn about your company before ever connecting with a salesperson.

They avoid your forms with precision, ignore your chat bots, and rarely use a company email when attending webinars.

It’s time to reset, and ask ourselves why?

Is it because they know that if they do, they’ll receive sales calls, or find themselves subscribed to an email nurture campaign, when they’re not even sure you’re the right solution?

If we don’t produce content worth uncloaking for, buyers will continue to go it alone, gathering information in the shadows until they find what they’re looking for.

Exchanging Value for Value

Before relinquishing their data, your prospect needs to find value. Perhaps showing them that you understand their industry, or have a specific feature required to solve a challenge, or convince them that your brand is a good long term investment.

Great content creation is like method acting, to effectively position yourself, you’ll need to adopt a buyer-centric mindset to address their challenges from their perspective, not yours.

No doubt it’s hard work, but while your competition talks about features, you’ll be speaking to your buyers motivation.

It requires that your marketing team understands who they’re creating content for, otherwise your content will be product focused, generic and lack engagement.

Luckily, there are some strategies to help with this.

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We’re all now experts in recognizing AI generated writing, images and video.

Six months ago I predicted in a One of These podcast that AI would become an easy button to flood our feeds with a “sea of unimaginative AI generated content”.

The good news? Your brand can stand out by producing organic content that delivers what p…

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• Deals close 46% faster when a partner is involved.

• Deals are 53% more likely to close when a partner is involved.

• Deals with partners have a 40% higher ave…

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Through countless conversations, we've identified a common thread across companies of all sizes: Everyone has gaps in the sales process.

Getting Noticed

Everything starts with getting noticed, a…

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If you have Sales Development Representatives, this will hopefully help you make your own team more effective and give you some new strategies, if you’re not leveraging this role, perhaps you’ll see value in our program.

I’ve seen firsthand how much the role has changed since first providing …

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I’ll explore some effective strategies we’ve found for differentiating a clients brand in a crowded market, ensuring GTM efforts resonate and convert.

The Powe…

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Here’s why.

Times have changed…

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One trip my wife and I brought Diamond, our Borzoi, which resulted in constantly being asked “what kind of dog is that?”.

The lesson: “different” stands out.

Today We’ll Cover:

Leaked Google Search API: The ma…

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In our space, these partnerships aren't just about selling a product; they're about creating a thriving ecosystem where each partner supports and enhances the others' capabilities.

It’s a technology company's role, (and by extension ours), to provid…

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In case you're in marketing and wondering, this involves more than buyer intent data from sources l…

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A major challenge for RevOps is finding and implementing software that can help them unify their teams to increase productivity.

As a result of implementing and testing hundreds of SaaS solutions, we discovered that the biggest expense wasn't the subscription but the time and energy required for selection, implem…

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It's crowded.

It's often unwelcome.

And it’s expensive.

What if instead of pushing your message out, you could attract potential customers to you? That’s the power of selling inbound.

Marketers already know that inbound is a customer focused approach and attracts prospects to your brand with valuable content and resources.

The same…

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Here’s an analogy.

Have you ever had a conversation with someone who focuses solely on themselves, and lacks curiosity about you, your experiences and situation?

That’s how modern buyers are feeling, an…

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Financial uncertainty can be a major obstacle for sales teams. Executives and sales managers we're speaking with are taking this opportunity to ensure they have the right people, processes, and technologies to meet revenue targets.

Unlike a sales funnel focusing on the customer journey, a sales pipeline is a process…

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