Like you, I mostly scan my mail - email, snail mail,  love letters (those I read, every word), bills — and usually that suffices. But this Makepeace interview with Bob Bly made me stop and read every word.

This is GREAT stuff about B2B copywriting (which is what I do mostly, for many of the reasons Bly talks about) and I promise you it’s worth the 5-10 minute read …
             
             
             
             
             
             
             

Clayton Makepeace Interviews Copywriting Ace Bob Bly on B2B Selling & Copywriting

In his newsletter intro Makepeace describes the interview thusly:

• How to create B2B promotions that blow the competition AWAY!
• 7 Key differences between B2C and B2B sales copy …
• Where to find responsive B2B e-mail lists …
• What business buyers REALLY want - and how offering it to them can drive your response through the roof …
• How to use dominant emotion copy to rocket your B2B response …
• The two Gatekeepers who get paid to trash tour sales message before your prospect sees it - and how to outwit them …
• How to build a six-figure B2B copywriting business … find clients … structure your fees … and more …
• A multi-million-dollar idea that could make YOU obscenely rich in 2007 
  

Obscenely rich? Well, I dunno. I do make a very good living, though. Ignore the B2C hype and read this succinct, clear-eyed examination of B2B copywriting from a master copywriter (who also makes a very good living :=) Read: Clayton Makepeace Interviews Bob Bly on B2B Selling & Copywriting

The interview doesn’t include a lot of links to sources mentioned (hey, guys, a little link love!), so I’ve made a list for your convenience:

• Clayton Makepeace, Total Package newsletter
• Steve Slaunwhite, For Copywr!ters Only
• Michael Stelzner, Writing White Papers (aff)
• Bob Bly Resources
• Perry Marshall, Free Google Ad Course (aff)

Maven’s Maxim
B2B copywriting isn’t for everyone. The products/services can be dry, arcane or just plain dull — but only on the surface. I’ve gotten passionate and wildly enthusiastic while writing about medical dictionaries, newsletters for the food & beverage industry, federal policy manuals for wonks and wonkettes, and stuff like that. I also love learning so getting to know more about noise abatement highway barriers and data replication is all for the good.

As you’re working your copy career, remember, businesses buy goods and services, too. Better yet, they’re hot and heavy to buy ‘em. That’s a win-win for any serious marcomm or marketing copywriter.

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