Introducing the Jobs To Be Done Theory of Copywriting
"Rather than trying to explain what a copywriter does, it would be better to describe what jobs you can hire Copywriting to do. And there are four main jobs copywriting does."
What exactly does a B2B copywriter do? When the average person asks me what I do and say I’m a “B2B Copywriter,” Most people just give me a puzzled look. And some of my clients aren’t sure how to use copywriting as effectively as they could. That was… until I figured out how to explain what a Copywriter does.
In this video I share a powerful insight on B2B copywriting as well as the success story that led me to this realization.
This video gives you four ways to use high-performance
B2B copywriting to improve your marketing results. The 4 strategies I’m about
to reveal give you a complete roadmap for choosing the right type of
copywriting for your needs.
To begin with, I’m Derek Little, Business-to-business
copywriter and founder of Trailblazer Writing. I write compelling copy and
content for technology CEO’s, Creative directors, Account Executives, Consultants,
and Marketing Directors at top B2B firms.
My background is in B2B sales, including software sales. This
helps me create compelling content – like case studies. It also helps my clients
generate more leads on social media. But when the average person asks me what I
do and say I’m a “Copywriter.” Most people just give me a puzzled look.
And some of my clients
aren’t sure how to use copywriting as effectively as they could. That was… until
I figured out how to explain what a Copywriter does. And I’d like to share that
with you now… But first I’d like to share the success story that led me to
The Story of Innovator’s Dilemma
In 1997, Harvard Business School Professor, Clayton Christensen wrote a book called the Innovator’s Dilemma. His book has been called the most influential business idea of the 20th century. Because of his expertise in innovation, Christensen was once hired by McDonalds to help them figure out how to sell more milkshakes.
Before they hired him though, McDonalds had tried conducting
focus groups on milkshake buyers. They asked them what they wanted and tried
applying their suggestions. But this had little impact on sales. So, Christensen
had a colleague stand outside a McDonalds and track everyone who bought a milkshake.
What they learned, was that 50% of the milkshakes were
sold before 8:30 in the morning. Then, they started asking the milkshake buyers
a very strange question… “What job are you hiring that milkshake to do?”
As it turned out, most people had a long boring drive to
work. Not only were they hungry, they had a free hand available as they drove
their car. So, the job they
were hiring the milkshake to do was… to not only provide a quick and easy breakfast…
but to also to keep them awake on their long drive to work.
And a milkshake was perfect for the job, since it takes around
23 minutes to slurp a milkshake up through the thin straw McDonald’s gives you.
Once McDonald’s knew this, they could take steps to increase milkshake sales,
such as offering pre-paid milkshake cards.
Jobs to Be Done Theory (of B2B Copywriting)
When I heard about this “Jobs to Be Done” theory, it made
me realize… Rather than trying to explain what a copywriter does… It would be better
to describe what jobs you can hire Copywriting
to do. And there are four main jobs copywriting does…
Job 1. Strategic Marketing Direction
I’m sometimes asked to write marketing copy with little
or no strategy provided. But it’s impossible to create effective copy if you’re
not clear who’s reading it or what they want. Strategic copywriting solves this
problem. It’s sometimes referred to as:
A copy platform
A buyer persona
the buyer’s journey
or a creative brief
Job 2. Promote your Business
One thing you can never stop doing if you’re in business
is creating top of mind awareness. But more than just that, you must build
relationships. And without a doubt, the best B2B tool for initiating awareness is
Linkedin. Other tactics that can help include:
Job 3. Educate your prospects
Some of the biggest problems are where people don’t realize they don’t have one in the first place. And if they don’t realize they’ve got a problem, they’ll never buy your solution. Some types of copywriting that can help prospects consider their options, are:
Job 4. Provide Product Information
There’s lots of things people want to know about a
product before they’ll buy it. And the first place they go for this is your company
website. Here you can provide…
Fill the Gaps in Your Sales Process
So, the next time you’re talking with someone, who “I” can help with copywriting… And they start fretting about their business frustrations… Such as…
We’ve got cash flow problems
Our advertising isn’t working
We don’t have enough customers
We’re worried about the future
Tell them the Milkshake story. And ask them what copywriting job needs to be done to
solve their problems. Because whatever their B2B marketing challenges are, high-performance
copywriting can help, every time.
And now that you know what jobs B2B copywriting does, you
also know what I do as a B2B copywriter… I write all that stuff – like this
video script! So, if you know someone who needs to…
Improve their marketing strategy
Promote their business
Educate their customers
Or explain their products.
Tell them to call Derek Little, the B2B Copywriter. I’ll help them find the gaps in their sales process. And, suggest ways they can use copywriting to generate more leads and sales.
How to Generate More Leads with B2B Copywriting
For more information on my “Jobs to Be Done” theory of B2B copywriting, you can check out my best-selling book on Amazon.com. It’s called the… The B2B Marketer’s Journey: How to generate more leads with high-performance B2B copywriting. It helps you…