The First Pillar Of B2B Writing Success
Graphic credit: blog.markets.net Hey,
Welcome to another new
week. I promised last week that I’m
going to share with you the first pillar of B2B writing success, but I couldn’t do
that. However, I want to use this medium to apologize. Hoping my apology is accepted.
Well then, here is what I promised.
I hope my last week post really
motivated you a bit to think how the four pillars of B2B can enhance your writing
success,
which are:
1.
Commit
to a target market.
2.
Never
stop prospecting.
3.
Become
a linchpin for each client.
4.
Get
really, really good at B2B writing.
Let's talk about the first
pillar today, because I'm finding a lot of freelancers are confused about that
one.
To find success as a B2B
writer you need to focus on a target market, for the simple reason that it
makes just about everything easier.
· Easier to find and land clients.
· Easier to market and promote
yourself.
· Easier to write the copy.
· Easier to see opportunities for
growing your business you wouldn't see otherwise. (That's a big one.)
I could go on and on.
The good news about the B2B
world is that there are literally hundreds of target markets to choose from.
That means there is at least one — and likely several — that are a good match
to your background and interests.
Say, for example, you have
a passion for solar energy. Well, you could focus on writing for solar energy
companies. There are hundreds throughout North America, and many need help
writing their websites, emails, white papers and other marketing materials.
Or, let's say you have a
counseling background. You could leverage that to focus on business and
executive coaching firms. That's a high-growth industry with plenty of opportunities
for well-trained B2B copywriters.
Yet, despite the
advantages, some writers still hesitate to pick a target market. As one B2B
copywriter put it, "I feel like I have to crawl into a little box and nail
the lid shut." Of course, that's not how
it is at all.
Picking a target market
simply means you're focusing on a type of company that is likely going to be
interested in your services … and that you'll enjoy writing for.
That's not crawling into a
little box. That's entering the gates of Nirvana! Throughout your freelance
career, you might end up focusing on three or four target markets. But, if
you're just starting out, I recommend beginning with one. How do you pick a target
market?
The best place to start is
with industries you already know something about. If you've worked at an
accounting firm for 20 years, then accounting firms — or perhaps the larger
"professional services" market — might be the ideal niche for you.
Like I said, as a B2B
writer, your challenge won't be finding a target market. It will be picking
from the many that are available to you.
But, pick one. Then jump in
and give it all you've got. If it doesn't work out, you can always shift to
another one. That's what is great about B2B.
Let me know about your
ideal niche in your comments.
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