In the January edition of The Levison Letter, direct-response copywriter Ivan Levison offers five tips for writing it right in 2009. All solid tips, one, in particular, caught my eye:
#3. Keep it lively.
Hey, it isn’t a crime yet in this country to have a little enthusiasm or a sense of humor. If your marketing materials are flat or boring, bring a little personality to the party. You know, your sales letters, email, Web copy, etc., need to communicate more than features and benefits. They have to truly engage the reader and connect at some emotional level. So don’t be afraid to write with a little punch. The spark you or your writer brings to a project can make all the difference!
I agree. Obviously, you can’t get too wild, but most B2B audiences are just regular folks who will respond to some well-placed personality and enthusiasm. Try it and track the results.
Neil Sagebiel 