Business-to-business (B2B) copywriting is the core strength of the consultancy.
At Hayes Anderson we research, draft and agree powerful and compelling creative copy for:
- Customer magazines and newsletters
- Financial statements
- White papers
- Briefing notes
- Case studies
- Press releases (see also media relations)
- Feature articles
- Tip sheets
- External websites
- Marketing emails
- Covering letters
- Corporate videos, Flash movies and webcasts
- Blogs and podcasts
- Bulletins and announcements
- Flyers and mailers
- Award scheme submissions
- Research reports
- Other marketing collateral.
Copywriting is about creating words that sell. Good copy therefore needs to do four things... it must grip the target audience's attention, it must stimulate their interest, it must create desire and it must (at least occasionally) prompt action. Writing good copy is about understanding that the details of your products or services may not excite your target audiences and make them want to buy, whereas learning more about their benefits might.
So we create copy that concentrates on benefits, 'persuaders' and value propositions - as well as copy that aims to give something useful back to the reader. In submissions to the media we also look for newsworthy stories and hooks. And we understand the awesome power of the well-placed case study or testimonial.
We believe that writing copy for internal company magazines and newsletters is a different discipline, and we leave such activity to others.
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