Course overview
This course will take you step-by-step through each stage of the communication process – from planning to post-campaign analysis. You’ll be able to approach each new writing task with confidence in your ability, and a clear road map to success.
Campus locations
What you'll learn
- The essentials of writing copy for B2B and what the changes are from B2C
- A step-by-step guide on how to write a brief
- General principles for writing body copy
- How to improve your copy – what you should be including
- How to get your copy noticed, read and acted upon
Study method
- In-class
- Online
- Blended
Locations
- England
- London
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Duration study load
1 day (7 CPD hours)
Delivery
Home Learning
All learning products and services are currently being delivered digitally using the following engaging formats:
- Virtual classroom: Tutor-led, live, online classroom environments
- Online: Self-study, via an always-on, always open portal, providing an engaging multimedia learning experience
Subjects
- What is the difference between writing for B2B as opposed to B2C
- What constitutes effective B2B copy – and how to recognise it when you see it
- What is engagement – and how to achieve it
- When is the best time to write to a B2B prospect
- How to get to know and segment your target audience
- How to sell the same product/service to different people in the B2B decision-making unit
- The two questions you must ask to ensure that what you are saying will interest your busy prospect
- The secret of successful storytelling and how to use it in B2B content and copy
- Why B2B writers need a documented strategy
- The three initial questions that will save you hours of wasted effort
- Taking you step-by-step through the Brief
- A technique for nailing the all-important Proposition
- Do emotional appeals work in B2B as well as they do in B2C?
- What you can learn from Steve Jobs about being single-minded
- Why the Brief is your essential tool for selling your work
- Why you always need a headline and why it’s particularly important to a B2B audience
- The three elements that you must build into your headline and subject line in order to grab your reader’s attention
- Relevant Abruption – and how it can make your headlines and subject lines even more compelling
- When you’re up against it: How to write a headline in one minute
- How to get your message past the gatekeeper so it’s seen by C-Level clients
- How to get journalists and influencers to notice your message and cover your story
- Understanding how your busy business audience reads and a technique for getting them to stick with you to the end
- Why text only emails can work so much better than visual led emails
- How to get your message in the right order
- How to write your copy in the appropriate tone of voice
- Does a conversational style work in B2B as well as it works in B2C?
- How to work out the correct length of your copy
- How to overcome writer’s block
- How to make your body copy track from your headline
- How to win your reader’s trust with empathy
- How to convince them with facts
- How to overcome their lingering doubts
- How to get them to do what you want them to do: … offers … incentives … calls to action
- Identifying the words you should you be using
- Pointing out the words and phrases you must avoid
- Jargon – is it OK to use it in B2B?
- The most important word of them all – and how to use it
- How to construct a sentence that your prospect wants to read
- How to use the special words that keep them reading
- How editing your copy by 25% can make it twice as good
- What is the difference between a digital layout and an offline layout?
- What are the four key elements in an effective layout?
- What is the one common layout mistake that you must always avoid?
- What kind of typeface should you be using?
- Is a serif face better than a sans serif face?
- When should you use capitals, bold, italics and bullet points?
- How long should a line of copy be?
- Other tricks you can use to keep your reader reading
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
