What's involved in common B2B copywriting projects: case studies, white papers, email marketing, brochures & web text
/It’s good to know what you’re getting into, right?
But sometimes we end up in a situation where both parties are confused about what’s actually happening.
Like maybe when we met, you asked me if I write case studies and I said yes. But then before we could talk about what’s involved in that type of project, another professional spilled coffee all over one of us and—BAM!—conversation over.
And now you want a bit more information but you don’t feel like calling.
That’s exactly why I’ve created this article!
Here’s a rundown of what’s involved in 5 different types of copywriting projects…
Case studies
Want your happy customers to do the selling for you? That’s what case studies do—and according to a recent Demand Gen Report, 78% of B2B buyers review case studies while researching a product or service they’re interested in purchasing.
I can help you find the right case study candidates and write compelling stories—that show real results—so your prospects can start to imagine how your product (or service) can solve their most distressing business problem…the problem that inspired them to start researching solutions.
A case study project usually includes:
An interview with you to determine what results you’re hoping to showcase through your case study.
An interview with your client about their success using your product or service.
Engaging copy that covers these elements of a success story: the client, their journey, how they discovered your product or service, the solution, how they implemented the solution and the results they’ve seen so far. My case studies use the classic story arc—not only is this best practice, it also guarantees no prospects die of boredom while reading your case studies.
A selection of pull-out quotes to use in other sales material.
Case study packages start at $1,500.
“My only concern was that my clients wouldn’t be inconvenienced or uncomfortable and they weren’t. You made it comfortable for them. It’s been completely painless – all I had to do was decide which people I wanted you to work with. You let me know what was happening at each stage of the game. Pretty smooth process.”
White papers
Do you want to help your potential buyers make the best decision for their business (and career)? Providing valuable and relevant information in white papers puts you in the position of trusted advisor and helps you stay top of mind with your prospects over the long buying cycle.
I can help you get your white papers—and related promotional pieces—written the right way: no hype—just informative content presented in a professional style like what you see in a trade publication.
A white paper project usually includes:
An interview with your content expert to get the facts, evidence and key messages for the white paper.
Research on the topic, your product or service and audience so the messages are aligned to the interests of the white paper target audience.
Straightforward, informative copy that answers your prospects top questions about the topic of the white paper. My white papers include an executive summary and a final call-to-action to get to the next stage of your sales funnel (this CTA is the closest thing to a sales pitch allowed in an effective white paper.)
Suggestions for diagrams, illustrations and captions.
All white papers start with a white paper plan. White paper packages start at $4,500.
Email marketing
Want to generate more leads and registrations through email campaigns? If yes, you’re in good company: in a recent EConsultancy survey of 1000+ marketers, 73% said email marketing delivers their highest ROI.
I can help you make the most of your email campaigns by writing conversational emails that persuade your reader—with facts, not hype—to take the next step on their buyer’s journey.
An email marketing project usually includes:
An interview with you to understand the objectives of your email campaign and strategize the correct approach to achieve your goals.
Development of the email campaign outline, including the topic and call-to-action for each email.
Conversational copy that shares information about your product or service and motivates your reader to keep learning more, sign up for your special offer, register, etc. My email copy is clear, informative and concise—because in the B2B world, there’s little tolerance for fluff.
Multiple subject lines for each email for split testing.
Recommendations for layouts that typically bring results.
Email marketing packages start at $1,000.
Brochures & sell sheets
Imagine your sales guy sitting across the desk from his prospect who says, “Jim, my CFO needs to be on board with this purchase.” Wouldn’t it be helpful if Jim could put a brochure and sales sheet—designed specifically for the CFO audience—in his prospect’s hand, right then and there?
I can help you create leave-behind material—including those follow-up notes—that makes it easier for your sales team to share the right information at each stage of your sales cycle.
A brochure or sell sheet project usually includes:
An interview with you to understand the objectives, key messages and audience for your brochure or sell sheet and where it will be used (i.e., sales meetings, trade show, etc.)
Development of the brochure or sell sheet outline, including headlines, illustrations, technical information and a call-to-action.
Clear and concise copy that shares information about your product or service and tells your reader how to take the next step on the buyer journey. My brochure and sell sheet copy is informative and answers the questions your target audience has about your product or service—going high-level in brochures and leaving the nitty-gritty technical specs for sell sheets.
Recommendations for size and shape of your brochure, based on how it will be delivered, used and filed.
Brochure and sell sheet packages start at $350 per page/panel.
Web text
Do you need your website to work for your business? To generate leads for your sales team, 24-7, by clearly explaining your products and services—highlighting features and benefits—and making it easy for visitors to say yes to your irresistible special offers like free trials, white papers and case studies?
I can help you by writing your web text so that your visitors click in all the right places.
A web copy project usually includes:
An interview with you to understand your objectives and develop the key messages for your site.
Research on your business, your audience, your products and services and what makes you different than your competition.
Clear and concise copy that persuades your visitors to take the next step on their buyer’s journey. My web copy includes keywords for search engine optimization but never to the detriment of the visitor experience.
Tips on effective layout for your design team to use.
Web copy packages start at $2,000.
Those aren’t the only projects I do but this article is long enough already.
Here are some other projects we can work on together:
Marketing content: white papers and case studies.
Lead-generation content: email marketing, landing pages and lead-gen letters.
Sales support materials: brochures, sell sheets, ads and press releases.
Content that helps you share your organizational culture: job postings, bios, video scripts, web text and ghost-written blogs & articles.
Strategic documentation: copy platform, site audits, key messages and customer interviews.
Contact me here to get started on your next copy or marketing content project.
I'm Andrea Bassett, an executive ghostwriter and content marketing writer in Toronto and I’ve spent the last decade serving executives.
I write thought leadership content marketing for executives and/or their content marketing teams. My specializations are corporate wellness, benefits, employee assistance programs, leadership & coaching, encryption & cybersecurity and strength training for seniors.
To talk about a content marketing project, call me at 647-502-3187 or send a note to andrea@redsailwriters.com.
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