Getting Attention and Engagement with Your B2B Copywriting
Tim Tucker
10.00 – 10.15 Introductions
- Introducing trainer and delegates
- Outlining the purpose and structure of this course
- Discussion: What makes good B2B copy?
10.15 – 10.45 Part 1: Planning for success
- Creating a plan for your copy
- Clarifying your hook, key messages, reasons to believe, and call to action
- Defining the ‘Problem’ you’re solving for your lead or customer
10.45 – 11.10 Exercise
- Analyse/plan a piece of written communication
- Feedback and discussion
11.10 – 11.30 Break (20 minutes)
11.30 – 12.00 Part 2: Getting your readers’ attention
- How to write better B2B headlines and subject lines
- 3 types of ‘Hook’: Benefit, Curiosity and News
12.00 – 12.30 Exercise
- Writing headlines and subject lines
- Feedback and discussion
12.30 – 13.30 LUNCH (1 hour)
13.30 – 14.00 Part 3: Writing concise, easy to read copy
- Plain language: how and where to use it
- Short sentences and paragraphs
- Improving calls to action
14.00 – 14.30 Exercise
- Rewriting copy to improve readability
- Feedback and discussion
14.30 – 14.50 Break (20 minutes)
14.50 – 15.20 Part 4: Getting your style and tone right
- Conversational writing for blogs and social media
- Storytelling techniques to engage your audience
- Copywriting style: Dos and Don’ts
15.20 – 15.50 Exercise
- Applying style and tone of voice
- Feedback and discussion
15.50 – 16.00 Summary, final questions and end
About the Speaker
Tim Tucker
Tim is a digital content strategist and copywriting specialist. He is the founder and director of his own consultancy, 23 Digital Ltd. Between 2009–2018 he was a consultant and trainer for the Content Marketing Association, the industry association for marketing, publishing, advertising and social agencies in the UK. Consulting and training experience Tim has worked […]
