B2B Marketing & Copywriting

Empathy is the ability to understand and share the feelings of another person. Without it, you have little chance of your customer trusting you. Why would they when you don’t understand them? In my interview with Steve Gilman, president of Gravity Group and brand strategist, Steve talks about how he weaves his interesting background of improv, storytelling, and directing plays into an empathic marketing approach - why it works and how to do it.

Creating a brand strategy is an essential part of running a viable business. Without it, you leave your brand up to the random perceptions of the general public. And that's almost never a good thing. In this interview with Steph Egger, senior strategist at SHFT Agency, Steph talks about how to strategically build brand perception, ways to measure brand efforts and how to know when you're ready for a brand strategy. 

Every B2B company knows they need content to attract and engage their ideal customers. Lots of content. But throwing everything online without strategizing could do more harm to your brand than good. In this interview with John Egan, owner of Jayhawk Media LLC and author of The Stripped-Down Guide to Content Marketing, John dives into current trends in content, steps brands can take to improve their content marketing initiatives and more. 

Digital marketing during Q4 is scary enough. Throw in a recession and it's enough to frighten the most seasoned marketer. The key: avoiding common knee-jerk reactions that only make things worse. In my interview with Chris Roche, CEO and founder of Catalyst Consulting, he talks about the pitfalls B2B companies must avoid to get through. From demand rules you must follow to the pros and cons of YouTube marketing, he covers it all in this eye-opening interview. 

In a world where we're bombarded with ads and messaging shouting "buy me!", around every corner, real connections matter more than ever. In this week's podcast, I speak with Laura Templeton, Chief Instigator @ 30 Second Success and author of the book by the same name. In this interview, she talks about the importance of networking, the best way to connect on LinkedIn... and lots more. Check it out...

A brand is more than the sum of its parts. It's a tapestry woven together from people's perceptions, influence - and so much more. In this interview with Vin Eze, Brand Identity Designer, he defines branding, common misconceptions about brands and how to build a great brand. Tune in!

Creating TikTok ads that attract your target audience doesn't happen by accident. It takes strategy and planning... and experience. In today's episode, I speak with Sven Muchow, founder of Muchow Marketing, about what makes TikTok ads different from Facebook ads, what are the most common mistakes brands make on TikTok, and strategies that have worked best for his clients. Just hit play... 

We applaud hustle culture. But working crazy hours, forgoing a social life and neglecting your health can have serious consequences over time. In this interview with Valincia Bennett, business strategist and founder of Savvy Method, she talks about signs of overwhelm and burnout, how to avoid both, and what to do if you find yourself in the thick of it all. Give it a listen...

Creating a demand gen strategy takes many parts working together over time. Content and copy play a huge role. In this interview, I speak with Nicole Gates, global director of demand generation at Varonis, about the most common misconceptions about demand gen, how copy and content fit in, - and steps to get started.

"So what's the difference between content and copy? Can you show how you'd rewrite content to turn it into copy?" I get these questions often and wanted to address them here with an example. In this episode, I review the difference between copy and content. Then I give a real life example, which is more clearly seen in a screenshare in this YouTube video version of this podcast. 

Relationships in business go beyond gathering reams of network connections and wishing people happy birthday when LinkedIn sends you a reminder. As in any relationship, it's about building trust. In this interview with Mike Grinberg, CEO of Proofpoint Marketing, Mike talks about treating relationships as a journey, ways to overcome skepticism, the 5 micro-decision points of awareness in every relationship... and more. Check it out.

Stacey Kelly knows video. A former MTV producer, she translates the skills she learned from directing and creating videos over the years to producing video for social platforms like LinkedIn and YouTube. Stacey specializes in videos that best tell your brand story, your solution, and effective YouTube/LinkedIn marketing strategies. Tune in to discover how to generate more leads and more traffic.

Consistently creating content that resonates with your audience can be a challenge. In this episode, Brooklin Nash, Co-Founder of BeamContent.co, talks about what he looks for in marketing tools, content mistakes he made early on and how to consistently produce content that grabs attention. 

We're visual creatures. So it makes sense that capturing the attention of your ideal customer requires landing pages and ads with a strong visual appeal. In my interview with graphic designer Jane Kisnica, she talks about common mistakes in marketing graphics - with special tips on LinkedIn banners. We geek out over fonts and a bit of color psychology. She explains why Facebook uses blue and how red may work against your messaging. Jump right in!

Emotional intelligence (EQ) is more important than IQ, according to much research. Defined as "the ability to manage your own emotions in positive ways to relieve stress, communicate effectively, empathize with others, overcome challenges and defuse conflict," EQ is a characteristic highly valued by companies like Meta. The ability to tap into and understand other people enables you to create bonds with them. Bonds create trust. Trust earns you relationships - and business. In today's episode, I speak with Phil Johnson, EQ expert, executive coach and founder of the Master of Business Leadership, Inc. about how  emotions drive decisions, keys to authentic listening and how Apple uses EQ to gain trust. Tune in!

Jason Vana is no stranger to creating LinkedIn posts that get people talking. It's also what endears him to his audience... and lands him business. As a branding expert and founder and Head of Content at SHFT Agency, Jason's success speaks for itself. In this episode, Jason talks about how to be seen as an expert on LinkedIn, the pros and cons of vulnerability on social, ways to improve your LinkedIn engagement and more. This episode is a bit longer than most but worth every minute!

Chris Bogue is best known on LinkedIn for his hilarious short ("mercilessly short," as his bio boasts) videos. He draws from his background in sketch comedy to create memorable content that stops the scroll. In our interview, Chris talk about ways he finds compelling content, how failure can help you connect with your audience and his unique system for never starting from a blank page. Check it out!

Ranking high in Google searches is more than adding a bunch of keywords on your website. A lot more. In my interview with Sam Dunning, co-owner at WEB CHOICE, Sam unpacks the best ways to integrate SEO into your website for inbound leads, best and worst SEO practices and much more. Jump in for all the best advice from a top expert.

In addition to my own podcast, I’m often a guest on other shows.

Since I focus on interviewing marketing experts on my show, I get to share copywriting tips on their show, which is exactly what I did on Sam Dunning’s podcast, the Business Growth Show.

He’s an SEO and website expert and will be on my show here in the near future. 

In the meantime, check out my guest appearance where he peppered me with the following great questions:

👉 Is copy really that important to actually get people to convert?

👉 How important is copy compared to design e.g. on a website?

👉 Biggest B2B website copy mistakes

👉 How to write copy that converts ideal clients: step-by-step

Podcasting for B2B seems like a natural fit. Yet, it's not so easy to get the most out of it. In this interview with Syya Yasotornrat, founder of Innovation Media Enterprises, Syya talks about how to get more reach for your podcast, common mistakes B2B companies make with their podcasts and strategies for creating a legacy. 

The storytelling format for B2B is surprisingly not much different from stories you remember as a kid. Creating a memorable message is key.  In today's episode, I speak with Seth Erickson, Chief Mischief Maker of Storify Agency (did you know "storify" is an actual word?) about why the brain loves a good story and how to make it work for B2B marketing. He's also the author of How To Hack Humans: Storytelling for Startups. Check it out...

Most of us don't have a team of people to help us repurpose content to a zillion platforms like Gary Vaynerchuk. Yet, it's possible to get your content out to a wide audience even if you're a solopreneur. In this episode, I speak with Stephen G. Pope, CEO of SGP Labs about doing just that. He covers a variety of related topics (this episode runs a bit longer than usual, but it's worth it!), including why "likes" don't matter and how to decide whose advice to listen to... and what to ignore. Tune in!

In today's episode I interview Morgan Smith, managing partner at Aligd and co-host of the B2B Power Hour. He tells all about social selling - what it is, how it's different from content creation, why "likes" don't matter... and pre-requisites for social selling effectively. 

Did you hear the one about the woman on TikTok who's also a LinkedIn marketer? That would my guest this week, Emily DiBrito Brady. Emily is creative content lead at Sweet Fish. Her B2B TikTok videos and hilarious LinkedIn posts demonstrate smart ways humor can boost your marketing reach. She clearly shows B2B does not need to be boring. In this episode Emily talks about the benefits of using humor, ways to find funny inspiration, and how to get started. 

Creating videos can be daunting when you're not sure where or how to start. In this episode, I speak with Steven Burkhart, founder of Burkhart Creative Agency, a content marketing agency based in Phoenix, Arizona. He talks about creating video content around a framework he's developed and gives a tips on ways to distribute your video content. You'll want to take notes for this one.

Social proof has never been more important for B2B businesses than now. In this episode, Cory Falter, principal at Lure Agency, talks about strategies to ensure you make the most out of what others say about you. He tells why you must listen to the bad and the ugly along with the good... and how even negative reviews can enhance your reputation.

Creating a strong value proposition is essential for effective messaging and targeted copy. In this episode, Matthew Holman of QPilot tells how he helped create a solid value proposition that stood out among all others. He includes why you can't rush the process and the importance of finding your niche. In the end, a single word was the differentiating factor setting QPilot apart from their competitors. 

Your brand is your reputation. Building a superior and memorable personal and professional brand takes know-how. I speak with Nick Bennett,  director of evangelism & customer marketing at Alyce, for actionable tips to get your brand front and center. Do personal stories have a place in a company brand? How should small businesses navigate the branding waters to be heard? All this and more...

In this episode I talk with Ryan R. Sullivan, CEO and founder of PodcastPrinciples.com. Ryan defines "content demand," how it differs from demand gen and lead gen... and how to do it. He also dives into his expertise, podcasting. What's most important, audio or video? Where should you invest your money? He includes specific recommendations for both. 

In this episode, I speak with social media strategist Daniel Kading (www.DanielKading.com) about ways to use LinkedIn content that grabs views on TikTok. Warning: There's a lot to unpack. He gives expert advice on the do's, don'ts and common mistakes to avoid... and much more. Whether you're already on TikTok or need motivation go get started... you'll want to listen in! 

Copywriting is often seen as a soft skill. Being able to write a coherent sentence is not enough to write B2B copy that inspires action. Or revenue. In this episode I discuss this topic, one that went viral on my LinkedIn feed... Why copywriting ISN'T a soft skill, what it takes to create copy that converts -- and what may happen if you toss out any old thing without considering these three, key tactics.

As a content writer for hundreds of magazines and, now a copywriter and marketing pro, I've learned a thing or two about interviewing. In this short episode, I provide 5 tips you can use right away. Whether you're interviewing a customer, potential buyer, or simply someone you'd like to quote for a blog, they will work for you. Check 'em out...

Your website is your 24/7 salesperson. It greets visitors and conducts transactions even if when you're sleeping or otherwise living life. A slow website or one that lacks functionality is enough to make buyers bounce off. In today's episode, I speak with Jesus McDonald, CEO and founder of JRM Web Marketing. He talks about the most about common mistakes and issues he sees on websites that cost businesses money. And you often won't know about them... until it's too late. Check it out.

Buyers and website visitors all have unique ways of evaluating a site. Some skim. Others look for stats and figures. Still others seek out images of people to judge whether they can relate to this product or service. Each type will visit your site at one time or another. The copy on your site must accommodate all of them. Here's how to ensure each type of decision maker finds what they need.

In this episode I am interviewed by Jesus McDonald, CEO of JRM Web Marketing. Jesus and I worked together on his website redesign, where I rewrote the copy for his entire website. We dig into my process, deep insights into customer interviews and a whole lot more. 

Copywriting formulas give structure to your copy. They also save you from staring at a blinking cursor for hours. The AIDA (attention-interest-desire-action) formula is one of the most effective and easy to use. In this episode, I break down when and how to use AIDA in your copy. I also include a variation to use when your buyers or prospects land on your page from an ad.

The topic of demand gen and lead gen can be found throughout LinkedIn on a daily basis. Clearly, they're important issues for marketers. But what's the difference - and what's best for B2B? In today's episode, I speak with Janelle Amos, founder of Elevate Growth, to unravel the ins and outs of the demand gen landscape. She uncovers why demand gen is where B2B needs to be. And more. 

Data is behind all solid copy. Finding the right research and flushing out the most important data is a must for knowing your buyers. In this episode I speak with Jessie Lizak, Head of Marketing for BDEX, Inc., 5000. She talks about how to mine for data, what to look for, and what to do with it to create a targeted content strategy.

Structuring copy for your website, email or even social post isn't always easy. Using a proven copywriting formula helps. In this episode, I break down one of the most well-known formulas: PAS. You'll discover how this problem-agitation-solution sequence works for so many situations.

I speak with Alexander Ferenczi, chief problem solver & ads strategist at Advocaczi, an independent digital advertising shop in Miami, Florida. Alex gives an expert insider view on the most common ad mistakes B2B and B2C companies make. He also dives into how to test for social ads... and what it really takes to move the needle. Listen in for tons of value and actionable steps to get the most out of your ad campaigns.

Interviewing your buyers and potential buyers isn't about opening Zoom and asking random questions. It takes strategy and intent. In today's episode I speak with Ryan Gibson, founder of ContentLift.io. A former news reporter and journalist, Ryan shares his tactics for asking the right questions–including what NOT to do–to gather the most helpful intel for your marketing efforts.

Most people don't get past a headline. In fact, 80% read the headline and never read the content. So as a B2B marketer, how will you ever capture your buyer's attention? Here are the steps I use spark curiosity and keep people reading. Includes 2 examples that won headline awards.

In this episode, I'm interviewed by Kap Chatfield, CEO of Rveal Media on his podcast called B2B podcasting. We talk about why solid copywriting is an essential part of any marketing strategy. I also a focus on how to write copy that converts, including tips on finding your value proposition... and much more.

Conversion copywriting is often lumped into other types of copywriting, particularly direct response. In this introductory episode, I define the differences, explain Stages of Awareness and how they influence decision making. I also give a rundown of how I pivoted from content writing to conversion copywriting.