Steve Maurer Freelance Writing

Industrial copywriting and content marketing - manufacturing, machinery, electrical and safety fields

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Ad Copy 911 – Emergency Response

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Ad Copy 911 – Emergency Response

A marketing director called me the other day. His company was in dire need of a copywriting EMT (Effective Marketing Technician). According to him, his staff writers could write good words. But their marketing messages were crashing, not pulling many leads or sales. He lamented that their copy wasn't working and needed "refined," whatever that means. Really, it didn't need refined. It needed to be resuscitated. Here's a copy of newsletter ad he sent me: Although ACME Presses specializes in creating fully customized turnkey … [Read more...]

I Read Your Web Copy … I Have NO Idea What You Do!

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I Read Your Web Copy … I Have NO Idea What You Do!

Compare these two web copy samples. Example #1 When constructing advertorial messaging for business-to-business clientele, both for the printed medium and the widely accessible digital forum of the internet, I have found it expedient and obligatory (to wit, more operative) to craft verbal rhetoric that elicits an emotive response, buttressed by the explanatory rationale, which, by its inclusion, allows the corporate purchaser to justify the procurement of said items to the powers that be. Furthermore, the verbiage employed should coincide … [Read more...]

Toilet Paper Content Marketing for B2B Industrial Manufacturers

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Toilet Paper Content Marketing for B2B Industrial Manufacturers

Got a quick question for you. How do you sell more toilet paper to commercial or industrial businesses? Think about it for a few minutes. The answer is pretty obvious, but many people miss it. Now, if you said you should make it pretty, softer or stronger, you're just a little off base. Not that those things aren't important. But, there is a better strategy you can use to get those rolls flying off the shelf. Of course, price is always a factor. Buyers will always look for the best price, particularly for something as mundane as … [Read more...]

An Important Part of Your Marketing Strategy

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An Important Part of Your Marketing Strategy

Promoting the Total Cost of Ownership Buying a product or service involves several steps. In fact, it's more of a process than an action. Similarities exist between consumer marketing and business-to-business marketing. However, there are some important differences when marketing B2B. An effective marketing strategy includes explaining the total cost of ownership. What is a Total Cost of Ownership Marketing Strategy? The TCO is easy to define, but hard to figure at times. Simply put, the total cost of ownership includes the net cost incurred … [Read more...]

Online/Offline Copy Differences

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Online/Offline Copy Differences

Sell More by Getting It "Write" the First Time ~ Many companies, like yours, have built a profitable business – offline. However, they sometimes fall short when trying to duplicate or enhance their efforts online. It’s the same customer-oriented business. They offer the same quality products or services. The information provided online is the same provided in the brick-and-mortar world. So, why aren’t they as successful online? Why aren't their online marketing strategies working? … [Read more...]

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Steve Maurer Freelance Writing
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