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How to Set Goals for Your B2B Copy and Content

Most copywriting goals are engagement-focused. The goal is to get people to read your marketing materials so you can help them through their buyer’s journey. Goals are also known as jobs to be done. They can be functional, emotional or social. This video describes the 4 main functional jobs for copy or content, including the one your prospects never see.

The Story of the 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:

  • Copy Platform
  • Buyer Persona
  • Buyer’s Journey  
  • 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:

  • Video Marketing
  • Landing Pages
  • Email Marketing
  • Direct Mail

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:

  • White papers
  • eBooks
  • Special Reports
  • Podcasts

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…

  • Website copy
  • Brochure
  • Case studies
  • Product descriptions
  • Corporate biographies

Find 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 It’s called the… The B2B Marketer’s Journey: How to generate more leads with high-performance B2B copywriting. It helps you…

  • Start your lead generation engine
  • Navigate the challenges of B2B marketing
  • Stay ahead of the curve.