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I’ll let you in on a trade secret: Great writing isn't about word count—it's making readers count every word.
I wear two hats: content writer and copywriter. Think of it like this: Content writing is the friendly expert at the party, sharing fascinating insights that make you want to learn more. It's the thought-provoking article that gets forwarded to the whole team with, "We need to talk about this" in the subject line. Copywriting is the smooth closer, turning that interest into action. It's the email that gets opened despite a packed inbox, the landing page that makes someone stop and think, "Finally, someone gets it."
But both share one superpower: storytelling.
Why? Because humans don't buy features.
They buy better versions of themselves.
They buy stories about how their daily headaches vanish, how problems become victories, and how the "what if" becomes "what's next."
This is where most companies go wrong. They talk about what their product does instead of what their customer becomes. They list features when they should be telling stories. They focus on specifications when they should paint pictures of greener grass on the other side or empathetic scenes of their customers' pain.
Whether it’s a snappy email subject line or a deep-dive white paper, I craft every word with a purpose: moving your reader from, "That's interesting" to, "I need this."
Because in a world of infinite content and finite attention, the difference between being read and being remembered comes down to this: Did you tell a story worth retelling?
Here's a dirty little secret about B2B marketing: Nobody wants to read your "industry-leading solutions" email. Nobody's forwarding your "best-in-class" white paper. And nobody—I mean nobody—is staying up late reading about your “interoperability.”
Know what they are reading? Stories about how other people like them solved the exact problem that's keeping them up at night. Tales of transformation that make them think, “That could be us." Content that feels less like a corporate brochure and more like a conversation with that smart friend who always has the answers.
Think about it: Your prospect isn't sitting there thinking, "I really need a robust, scalable solution." They're thinking, "If I have to manually update this spreadsheet one more time, I'm gonna lose it." They're not searching for 'enterprise-grade platforms'—they're searching for 'how to stop my team from working until 2AM every quarter end.'
Want to know why most B2B content fails? Because it's playing nice when it should be picking fights. Not with competitors—with the status quo that's killing your prospects' productivity, sanity, and will to live.
Your prospects aren't browsing your website for fun. They're there because something in their world is broken. Their teams are drowning in manual work. Their pipeline's leaking faster than their coffee machine. Their boss is asking for impossible reports. And your content? It's tiptoeing around the problem instead of punching it in the face.
That VP of Sales? She's up at midnight trying to figure out why her top performers keep missing quota. The Operations Director? He's desperately searching for an escape from Excel hell. And that CEO? She's not reading your white paper because she loves your thought leadership—she needs ammunition to convince her board that change isn't just needed, it's necessary.
Let me tell you the biggest lie in B2B content: "Our audience is too sophisticated for casual language." Please. Your audience is humans trying to solve expensive problems while scheduling their kids’ summer camp in the other tab.
Know what keeps a CTO up at 3AM? Definitely not your 'innovative solutions framework.' They're awake because their team is burning out, their infrastructure's held together with duct tape, and their board meeting is in six hours. They don't need another tech-speak manifesto.
They need someone to say, "Hey, we've seen this nightmare before. Here's how we can help.”
Your prospects are drowning in corporate speak, gasping for a breath of reality. They've got dozens of tabs open, 34 unread Slack pinging, and a calendar that looks like a game of Tetris. They don't have time to decode buzzword-packed blogs. They need content that hits them right between the eyes and says, "We get it. This sucks. Let's fix it."
Because here's the truth about B2B: Behind every enterprise email address is a human being having a really rough day. They're not looking for content that shows how smart you are. They're looking for content that shows you understand their working weekends and Monday morning meltdowns.
Stop writing for the business. Start writing for the humans trying to save it.
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Designer
Technician
Manager
CEO
Your website's sounding more robotic than my Roomba. Let's make your site the one competitors wish they could clone.
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Your blog's getting less traffic than a cul-de-sac. Time to turn those forgotten posts into lead magnets that turn casual readers into convinced buyers.
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Your emails go to 'mark as spam' faster then I can decline a calendar invite. Let's build share-worthy sequences that nurture relationships, not just inboxes.
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Your landing pages have all the charm of a DMV visit. Let's go from bounce to buy with copy that stops scrolls and starts sales.
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Your social's about as impressive as a participation trophy. Let's go from thumbs past to thumbs up with copy that stops the scroll and starts the conversation.
Your presentations are less convincing than my three-year-old's alibi. Let's build slides that make decision-makers actually decide.
Your newsletter is less anticipated than tax season. Let's go from 'unsubscribe' to 'share now' with content your audience would pay to receive.
You're about as authoritative as a substitute teacher. Let's make you the expert everyone wants in their corner with quotes from real customers—curse words and all!
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