Hey presto!

How copywriters can help B2B buyers conjure up more time

“I don’t have time to read that research report.”

“I’d like to check out that article, but I’m too busy right now.”

“I’ll save that newsletter for when I’ve got more time (AKA never).”

There are lots of things in life we’re ‘too busy’ for. But being ‘too busy’ for something is often a value assessment rather than a strictly accurate time available assessment.

Let’s test that theory.

Have you ever felt overwhelmed by your to-do list…but still found thirty seconds to watch a video of a cat being spooked by a cucumber? Dashed into the office kitchen to make a cup of tea…and found yourself still there, ten minutes later, chatting to your favourite colleague? Been unable to squeeze in Proust’s seven-volume classic, In Search of Lost Time…but watched every episode of The Office (US and UK), twice?

(Fine, we’re talking about me here. But we’re probably also talking about you.)

Stop the clock

As marketers, we have to give busy people a reason to pause. They’ll make time, if we make it worth their while.

Here’s how you could conjure up a few extra minutes for your readers.

1. Tell them a story

We’re naturally drawn to stories - and it’s hard to resist following one to its conclusion if it’s well-written and intriguing.

Could your case study have more of a narrative flow with a ‘hero’, obstacles to overcome and a happy ever after?

2. Make it all about them

We all love hearing about ourselves, what makes us unique and how we compare to others.

Could your next report be sent out with a personalised benchmarking section, showing recipients how their brand stacks up against others?

Could you invite customers to contribute their thoughts to your next blog post?

3. Make them laugh

In a long, serious working day, a funny episode is a fillip. Make your prospect smile and you’ll persuade them to stick around a bit longer.

Could your next outreach campaign take a light-hearted approach instead of playing it straight?

When you next ghost-write an article for an exec, could you use it as an opportunity to show off their sense of humour?

4. Make them wait

We’ve all seen those videos captioned “Watch till the end!!!!” This is high risk - there’s nothing worse than an anti-climax. But if you have a great punchline or a twist, let people know it’s worth sticking around for.

Could you build more tension in how you reveal speakers for your next live event?

Could you create a teaser campaign to big up the findings in your next whitepaper?

5. Give them options

It’s easier to set aside time when you know if it’ll take two minutes or twenty. Even better if you can choose between a quick summary or in-depth read.

Could you add the reading time to the top of your blogs, articles and newsletters?

Could you offer a short audio or video summary of longer reports or whitepapers?

A funny thing happened on the way to the B2B boardroom

If you’re thinking of trying number 3) on the list above, you might like to spend 30 minutes watching this podcast. Note in particular how I try - and fail - to arrange my face into a suitable expression during the intro.

If you’re waaaaaaaaaaay too busy to give up half an hour, you could spend 45 seconds watching this video instead.

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I’m Heather Barnett, a freelance B2B copywriter, creator of silly videos about marketing, and occasional comedy performer. This is my regular(ish) newsletter with tips on creating better B2B content.

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