Leadership is getting people to do want you want them to do willingly – I also think that’s what copywriters do

Mark Budden, MBE, former bomb disposal officer (via Copy Capital 2018)

Write as little as it takes to be persuasive

David Abbott, copywriting genius

Your marketing sucks – a B2B poem

In this post (originally published on B2B Marketing Magazine), I dedicate a poem to my fellow B2B marketers. It’s a poem about avoiding publishing marketing content that totally sucks. I’ll get to it in about three minutes, but first I thought I’d share with you the disappointing B2B marketing circumstances that inspired me to write it. I have a sneaking suspicion the scenario will be all too familiar to you… Your marketing sucks – a B2B poem

Never use abstract nouns when concrete ones will do. If you mean “More people died” don’t say “Mortality rose.”

C.S. Lewis, author