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Great writing doesn't count words—it makes every word count.
Content hooks you like the party's most fascinating expert—creating the insights teams forward with "must-read" subject lines.
Copywriting closes the deal—turning that interest into action through forms that make people happily trade their email for your expertise.
But both share one essential superpower: storytelling.
Why? Because humans don't buy features. They buy better versions of themselves. They buy the story of how their daily headaches vanish, how their problems transform into victories, and how their uncertain "what if" becomes their confident "what's next."
That's how every word counts—by moving people from curious to convinced, from problem to possibility.
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.
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 of people exactly like them escaping the exact hell your prospect is living in right now. Transformation tales that hit so close to home they make them think, “That could be us."
Your prospect isn't sitting there dreaming of a "robust, scalable solution." They're thinking, "If I have to manually update this goddamn spreadsheet one more time, I might commit a crime." They're not searching for "enterprise-grade platforms"—they're desperately typing "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.
Nobody visits your website for entertainment. They're there because their world is on fire. Their teams are drowning in manual busywork. Their pipeline resembles a colander more than a funnel. Their executives demand the impossible. And your content? It's tiptoeing around the problem instead of punching it in the face.
That VP of Sales isn't casually browsing at midnight—she's desperately hunting for why her rockstar team suddenly can't close. The Operations Director isn't searching for 'workflow efficiency'—he's looking for escape from the Excel hellscape consuming his existence. And that CEO? She doesn't give a damn about your thought leadership—she needs ammunition potent enough to convince her board that change isn't just needed, it's necessary.
The biggest lie in B2B content? "Our audience is too sophisticated for casual language." Give me a break.
Your prospects are drowning in a sea of corporate speak, desperately treading water in an ocean of meaningless buzzwords. Their browser has 18 tabs open, Slack notifications are exploding, calendar looks like a game of anxiety Tetris, and they've got exactly 12 minutes to find a solution before their next back-to-back.
They don't have the luxury to decode your MBA thesis disguised as a blog post.
They need content that grabs them by the collar and says, "We've seen this horror show before. Here's your way out."
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.
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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