Today, I had a lovely convo with a great tech company trying to do lead gen via content. Which is the right idea. Excellent product set, all great, solid story. First half of the conversation, cuddly and warm. Second half, less so.. as they were literally unable to answer the
Copywriting
Though sometimes we might feel we’re in a rather perverse branch of the entertainment industry, in business writing it ultimately has to be about sales. Dress it up as much as you want; B2B companies need to attract interest that in a few, but sufficient, cases will lead to a