Read previous newsletters Hello Reader,As a B2B content marketer/writer/editor, you know the drill. Your product can do twenty things, integrates with 12 systems, solves five problems across three teams, and has more acronyms than a spy movie. Now explain all of that to a buyer who has 10 minutes, a dozen tabs open, and a decision committee waiting. Easy, right? :) Clarity is not the enemy of sophistication. The challenge is to remove friction without removing substance. When we...
3 months ago • 6 min read
Read previous newsletters Hello Reader, In the last edition, I shared a five-part framework to wrap your statistics in a story. Today, we'll tackle a harder problem: What do you do when your statistic is...just...boring? Not every number is a showstopper. Sometimes you're stuck with "Our average customer saves 2 hours per week." Two hours per week is...fine? Not exactly the stuff of viral LinkedIn posts. I believe every number has a story trapped inside it. You just need the right technique....
3 months ago • 4 min read
Read previous newsletters Hello Reader, Last year, a subscriber asked me how I would weave a story around a statistic for a B2B blog post. I'm finally talking about it. This edition, and subsequent ones, will explore how you can influence your B2B readers by presenting data smartly. "77% of B2B buyers rated their purchase experience as extremely complex or difficult."Did you feel anything after reading this sentence? Probably not. Your eyes probably glazed over the number as you moved on with...
4 months ago • 6 min read
Read previous newsletters Hello Reader, I hope you've had a fantastic end of year, and you're looking forward to 2026 with renewed energy!Welcome to the first edition of the new year where I talk about "weasel words." Think of the last time you visited a B2B website. Does this copy sound familiar?"We empower organizations to unlock value and accelerate digital transformation through our next-generation platform that enables seamless collaboration. Our methodology is proven to facilitate...
5 months ago • 6 min read
Read previous newsletters Hello Reader, This is my final survey-related newsletter. I'll share survey questions tweaked by industry, and show you how to use the responses to understand and communicate pain points, desires, and motivations in your content/copy. If you're pressed for time, here's a quick refresher: If you're E-commerce: Start with one question on order confirmation page: "What made you choose this product today?" If you're SaaS: Email users on day 3: "What problem were you...
5 months ago • 2 min read
Read previous newsletters Hello Reader, What you do with that VOC makes or breaks the effectiveness of your copy. Before we start, did you try out this VOC quiz I'd posted on LinkedIn? Here are 6 quick tips to help you collate VOC in a manner that surfaces the insights you need to get cracking on that compelling headline, ad copy, landing page, or email. If you're writing long-form articles, this exercise will help you get to the very nub of the problem and, therefore, communicate the...
5 months ago • 2 min read
Hello Reader,This edition is dedicated to surveys, and how to ask questions so that you don't end up with surface-level information that adds more clutter.Surveys are great for collecting customer language, but only if you ask the right questions. If you ask surface-level questions like "How satisfied are you?" you'll get surface-level answers.You must ask open-ended, context-rich questions that dig into the customer's experience and emotions. You're mining for language, not data. You're...
6 months ago • 2 min read
Hello Reader I've been AWOL because - life - but I'll try to be better now.If you're looking to develop a more outside-in approach to your writing, you're in luck. I'm going to talk about my learnings from Joanna Wiebe's course - Conversion Copywriting - on LinkedIn Learning. :)[This email is a brief introduction to the key points of what Wiebe covered in her course. I'll be offering detailed, practical tips in subsequent editions.] Let's start with VOC. When most people sit down to write...
6 months ago • 3 min read
Hello!I've been AWOL because - life - but I'll try to be better now.If you're looking to develop a more outside-in approach to your writing, you're in luck. I'm going to talk about my learnings from Joanna Wiebe's course - Conversion Copywriting - on LinkedIn Learning. :) Let's start with VOC. When most people sit down to write copy, they start with what they want to say. That's the first mistake. The most persuasive copy doesn't come from inside your head. It comes from the mouth of...
6 months ago • 1 min read
